The CT Lottery, like lotteries across the U.S., needed to broaden their reach to attract new audiences, particularly Millennials—a typically risk-averse group that lacked a personal desire to play the lottery.
We looked at Millennial behavior, employing an exhaustive research study focused on brand preferences, thoughts on gaming, and media consumption habits. We discovered Millennial audiences weren’t interested in taking a chance on life-changing, multi-million-dollar winnings. So, we flipped the script and focused on the smaller, more realistic experiences that can come from winning a lottery game.
This discovery led us to create the “LIVE BIG” campaign, encapsulating those shared, smaller moments with friends and family.
For the LIVE BIG campaign, Decker created two television spots, eight digital videos and supported seven different product launches culminating in the 2019 “Best Fleury” ad win at the prestigious La Fleur’s national lottery conference in Austin, TX.