Lottery tickets are a popular gift during the holiday season and the California Lottery is launching a holiday campaign to encourage people to purchase scratch tickets.
The campaign is from the organizations agency David & Goliath.
Lottery tickets are a popular gift during the holiday season and the California Lottery is launching a holiday campaign to encourage people to purchase scratch tickets. These tickets are hugely important to the commission's bottom line. Some 67% of its total lottery sales are what it calls scratchers.
Developed by its agency David & Goliath (D&G), the concept illustrates the joy someone can create when giving a “Golden Greeting,” which are CA scratch tickets. (Especially if it’s a winner.)
The TV spot shows a man reaching out to different San Francisco musicians on a crisp, winter evening. After each musician gets the golden card full of Holiday Scratchers, their joy is manifested in a serendipitous performance of “The Most Wonderful Time of the Year."
The fully integrated campaign features a 60-second TV spot, two radio spots, and digital and out-of-home activations.
This September, the CA Lottery and D&G launched a campaign running across social media platforms to thank all of the Californians who have helped the Lottery distribute $1.3 billion to the state’s schools over a number of years.