Powerball Lottery

January 25, 2012 by staff 

Powerball Lottery, The New York Lottery and DDB New York have launched a campaign for the New York Lottery’s Powerball game called “Yeah, that kind of rich.” Featuring the copy points, “The starting jackpots are doubled, the possibilities are endless,” the campaign raises awareness about the recent changes made to the game, including the potential for exponentially higher winnings as a result of consumers paying $2 rather than $1 for a ticket.

Seizing on a psychology similar to New York Lottery’s classic “Hey, you never know®” tagline, the “Yeah, that kind of rich” campaign features three television spots, “Music,” “Driveway,” and “Garage,” all portraying the decadent possibilities for Powerball winners who reap the benefits of the larger jackpot, such as a live on-command performance by Cindy Lauper in one’s living room, a comically long driveway—long enough to necessitate driving to retrieve the morning newspaper—or a home garage chock-full of high-end vehicles.

“The new campaign for New York Lottery’s Powerball pays homage to past Lottery campaigns that inspire fantasizing about winning it big,” said Matt Eastwood, Chief Creative Officer, DDB New York. “We wanted to capture the emotional appeal of feeling like over-the-top luxury is achievable for unsuspecting people, as well as portray humbled winners who stay true to who they are, even after capitalizing on their winnings.”

The “Yeah, that kind of rich” campaign features, radio, print, and online advertising, as well as the TV pieces. “Music” and “Driveway” and the four radio spots are now in rotation, and “Garage” launched during the NFC Playoff Game on January 22. Online advertising and mobile banners appeared on highly trafficked websites such as Hulu, Pandora, Hopstop, ABCnews, and Yahoo! to name a few, beginning January 23rd. Four OOH/print executions titled “Airplane,” “Tunnel,” “Aquarium,” and Helicopter” will run in local newspapers next week and launch in various NYC OOH units, including phone kiosks, bus shelters, and commuter rail cards starting January 30th.

About New York Lottery

The New York Lottery continues to be North America’s largest and most profitable lottery, contributing over $3 billion in fiscal year 2010-2011 to help support education in New York State. The Lottery’s aid represents over 15 percent of total state education funding to local school districts. Lottery revenue is distributed to local school districts by the same statutory formula used to distribute other state aid to education. It takes into account both a school district’s size and its income level; larger, lower-income school districts receive proportionately larger shares of Lottery school funding.

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