Because Anything Can Happen in Jersey
"New Jersey is sandwiched between two media markets, New York and Philadelphia. With so much media noise in the state, the New Jersey Lottery was struggling to get noticed and connect with their most important audience, young adults. Overall sales were flat and even worse for the huge category of instant games."
We tried to fix that.
Watch This Spectacular Holiday Commercial!
"A Visit from the Scratch-Offs Division" :30
The Work
TV, OOH, POS, a brand book, display, radio, and even experiential!
I am copy lead on all creative thanks in large part to winning conceptual work that helped us retain the business in 2019.
Even More TV!
"Kicking Off the Big 5-Oh" :30
"Super-Sizing the Big 5-Oh" :30
"Hit Me!" :30
"That's Rich!" :15
Scratch-Offs Division Brand Book
To help drive Scratch-Offs sales, our agency created a branded umbrella for them — a workplace comedy troupe called The Scratch-Offs Division.
Turns out, this is what got me into TV writing.
Radio
The Results
"The New Jersey Lottery’s annual revenue had never reached $3 billion.
Not long after PureRED won the business, that mark was topped and hit almost $3.5 billion for FY2019.
Nationally, it’s the fastest growing large state lottery in sales per capita.
In 2016 and 2018, the New Jersey Lottery received the Fleurry Award as the Best Creative in North America as voted the Lottery Industry."
^I've been there for some of that.^
OOH & POS
Experiential Activation
To kick-off the New Jersey Lottery's 50th (neither anniversary nor birthday because, well, just because), we helped throw 2 different parties in different locations.
We created The Cashnado, had raffles, a couple of professional athletes, giveaways, and other things. It was pretty dope.
And it was all from a concept I pitched to help retain the business with the tagline, THE FUN HAS JUST BEGUN.