• by Larissa Faw , October 9, 2015

The Ohio Lottery Commission (OLC) and its Cleveland-based ad shop, Marcus Thomas, have launched a new campaign called, "Bad discovery/good discovery."

The concept contrasts bad events, such as tattoo typos with good happenings, specifically playing Ohio's scratch-off games. This effort is unique in that it supports all 50 games, rather than individual titles, such as VIP Cash Club or Gold. 

The OLC is spending $3 million on this campaign that runs over eight one-week flights through Spring 2016. It will be hard to miss the effort in Ohio. Six 15-second spots are running across 26 broadcast stations, plus 9 cable systems, primarily during primetime shows, as well as NFL and college footballand NBA.

A spot from the new effort can be seen here.

Four radio :30s will run on 70 terrestrial radio stations statewide, plus Pandora, iHeartRadio. The formats are mostly music, and the dayparts emphasize AM and PMdrivetime.

Six fully-wrapped buses will drive around Cleveland and Cincinnati featuring creative that makes the riders appear weightless under the tagline: “zero gravity, bad discovery.”

Also, through a partnership with TubeMogul, video advertising will be targeted at the 18-49 demo through digital video and banners, on local news and entertainment sites to reach a collective 80 million impressions. There's also paid and owned Facebook support. Out-of-home media includes 40 highway billboards showcasing 8 different ads and 10,000 posters displayed via in-store cash register displays. 

"Our job was to simply announce the arrival of new scratch-offs monthly. We figured, discovering something good like a new ticket each month is pretty great. But discovering something bad, like say, a typo in your new tattoo? Well that’s just hilarious," says Laura Seidel, creative director, Marcus Thomas. 

The Cleveland-based Ohio Lottery Commission contributed $990 million to education in the last fiscal year, ending June 15.