Ohio Lottery is out with its holiday campaign created with agency Marcus Thomas. The campaign takes a playful approach to promoting Merry Millions, this year's $20 holiday-themed Scratch-Off.
The November campaign features social content for 30 different daily national holidays in November, such as National Pickle Day on Nov. 14. The idea is to give consumers an excuse to treat themselves to a Merry Millions ticket throughout the holiday season.
For the campaign, Marcus Thomas leveraged the insight that consumers typically don't spend more than $10 on a Scratch-Off as a gift and when they do spend more than $10, they usually purchase them the week before Christmas.
The campaign will run across TV, social and digital out-of-home billboards.