• by Fern Siegel , 3 hours ago

How much would you pay to receive $1 million for life?

Three states will give anyone a shot — at $5 a ticket. The news comes courtesy of three distinctive campaigns by Cactus for the Colorado Lottery, North Carolina Education Lottery and Hoosier Lottery (Indiana) for one new game, Millionaire for Life. 

Cactus’ creative is customized to each state's audience.

The “Winning Country” ad is a humorous take on the West. The North Carolina Education Lottery ad is more aspirational, and the Hoosier Lottery ad posits a more educational bent.

Cactus CEO Joe Conrad told Agency Daily, “We are always trying to broaden the funnel of people who relate to and like to play lottery games. The new Millionnaire for Life game gives current players an even more exciting option, while also giving new people a compelling reason to play. Each of our campaigns tapped into that basic strategy.” 

The Colorado spot runs on broadcast, CTV, OTT, social, radio and streaming audio. Hoosier Lottery is posted in OTT, social and retail (GSTV), while the North Carolina Education Lottery is available on TV, cable, social, radio, streaming audio and video.

Millionaire for Life is operated by the Multi-State Lottery Association. Players select five numbers (1-58) and one "Millionaire Ball" (1-5). Matching all numbers across both number pools wins $1 million a year for life, while matching five numbers in the first set wins $100,000 a year for life, with a 20-year guarantee for both prizes.

The Denver-based Cactus has also done creative campaigns for Vail, Smartypants Vitamins, Man Therapy and Arapaho Basin.