• by Larissa Faw , April 7, 2017

California Lottery is introducing its latest scratch-off game with the integrated “Super Ticket Scratchers” campaign that runs across all media channels, including TV, digital, social, radio and out-of-home (OOH).

Developed with agency David&Goliath, the creative focuses on the super-sized game boards (8x12 inches) as a way to promote the larger-than-normal $1 million prize.

The "An Epic Moment" TV spot features an “average guy” inside a convenience store drawn to this new larger-size game as he interacts with the clerk. 

Noted music video director Dave Meyers shot the ad using slow motion graphics to illustrate Mr. Average Guy’s everyday routine transformed into an "epic experience," thanks to the game's large size.

The spot runs in several California markets, including Los Angeles, San Francisco, Sacramento and Fresno.

In addition, “Super Ticket Sightings” videos will be placed online and a series of OOH boards and online ads will feature "awestruck" Presidents Washington, Lincoln and Jefferson on their respective coins.

The OOH media buy supports high-traffic locations, including downtown's LA Live district with a variety of billboards that also emphasize the game's physical size.

The campaign is designed to address a number of criteria outlined in the California Lottery Commission's latest three-year strategic plan, including a more customer-focused marketing approach, while simultaneously boosting sales. It wants the Lottery brand to be aligned more closely with attributes such as “fun” and “entertainment.”   

The California Lottery projects $6.42 billion in sales in fiscal 2016-17, including $4.7 billion from scratch-off tickets. Marketing initiatives are predicted to total $87 million or 1.4% of sales during the fiscal year. And $1.5 billion will be distributed to support public education initiatives.