Through its new Origami Scratch-Offs Branding Campaign, the Ohio Lottery wants to build equity and affinity for Ohio Lottery Scratch-Offs so that Scratch-Offs are a top-of-mind purchase decision any day of the week. “We can do this by continuing to create widespread belief that playing the Ohio Lottery is a worthwhile activity with plenty of positive outcomes,” explained Tom Ackerman, Assistant Marketing Director, Ohio Lottery.
The idea is to turn Ohio Lottery skeptics into believers, and believers into joiners, one Scratch-Off interaction at a time. The lottery will do that by reminding everyone how much it pays out in Scratch-Offs daily and show them how they can use their winnings to create memorable stories. This campaign was produced by the lottery’s primary agency, Marcus-Thomas.
Ohio Lottery wants viewers to be refreshingly surprised, fulfilled, entertained, vindicated, proven right for their purchase, like they’re doing/spreading good and finding something to play for. In short, the lottery will show them how small and medium wins (e.g. $100-$50,000) can turn into life-changing stories. That tagline will say it all—“The Ohio Lottery pays out over four million dollars in scratch-off winnings every day. What will you’re winning story be?”
This is the second year of this program, and each year included three unique spots. Last year’s stories included winning enough money to get a priceless companion (a dog), to create a bond for life (wedding ring), and to take a memorable trip (RV). This year the lottery is focusing more on giving back and the spots include maintaining a community garden, recreating your first date with a lifelong partner, and starting a family business.