In August, the Kentucky Lottery Corporation (KLC) debuted a new ad campaign called “Duty Calls.” The 30-second spot is the first in a series for this campaign.
This iteration “Ref” started Sept. 2 in broadcast and digital statewide. It is very topical with college and NFL football kickoffs ahead in the autumn.
“The premise is that a fan-favorite scratch tool—a quarter—has a higher calling or duty when it’s being used in everyday situations,” said Edie Frakes, VP, Marketing, KLC. “In this first scenario, the quarter escapes a game’s coin toss to get to scratching our newest games.”
KLC is using this theme to promote its bridge launches (ones without $20 or higher price points or families launching) throughout the year. “We typically have three bridge launches a year. Typically these have been September, December and April,”said Frakes.
KLC uses the quarter a lot both as a scratch tool and as the name of its retailer magazine. “Everyone has a favorite something they scratch their tickets with, the quarter (or any coin really) for this campaign idea just really spoke to us. Turning everyday situations that are already kinda fun or joyful and adding that extra play in the day for even more fun with Scratch-offs. The quarter is called to duty to reveal even more fun on our Scratch-offs,” said Frakes.
The campaign scenario for winter games will be at a snack vending machine, and in the spring at a wishing well/fountain. “We’re hoping it resonates and helps us keep up the great sales momentum we’ve had so far in FY22!” said Frakes.
In fiscal 2021, KLC’s instant ticket sales increased 29.8% to $961.7 million. The $20 price point ranked number one in YOY growth, with sales up 56.3% to $239.9 million.