Denver agency Cactus has been named the Hoosier Lottery’s AOR for brand strategy, integrated creative campaigns and media planning and buying.
Now, just in time for the Summer Olympics, the partnership is releasing its first work, “Team USA,” celebrating sports with a true amateur who loves to play the lottery in Indiana.
Also timed with the Olympic Swim Trials in Indianapolis, the campaign encourages Hoosiers to tap into the spirit of the Olympics and “get your game on” by purchasing Hoosier Lottery’s Team USA products.
A hero spot, “Join the Team,” opens at the Olympic swimming trials where the character Rick is filling in for an actual swimmer named Michael. Rick, casually snacking on a bag of chips, lets his competitor know that with the new Team USA Scratch Off and Fast Play games, he’s going for the gold. He then proceeds to cannonball off the starting platform.
The campaign will run regionally in Indiana across digital, OOH, social, TV, POS, radio, web, email, display and sponsorships.
Cactus has a long history with the lottery sector as one of the top agencies for that sector. It currently holds lead agency titles for two other state lotteries: Colorado and North Carolina.
“We are excited to work with Cactus, an agency with years of experience working in the lottery industry,” said Sarah M. Taylor, executive director of the Hoosier Lottery. “We hope our players enjoy the fun and creative ticket campaigns, all while playing responsibly.”
Since its inception in 1989, Hoosier Lottery proceeds have contributed more than $7 billion to worthy causes across the state of Indiana, including local police and firefighters’ pensions, the Teachers’ Retirement Fund and the Lottery Surplus Fund.
“The Hoosier Lottery is one of the best-run state lotteries in the U.S. and we are honored to join their team to build brand awareness while driving proceeds for Hoosier Heroes and other important state initiatives,” said Joe Conrad, founder and CEO of Cactus in a statement.
