The Kentucky Lottery Corp. (KLC) shared a “first look” of its new commercial supporting its new $30 scratcher.
“The stakes are always high with our $30 price point, our biggest launch of the year. Our collaborative & creative team did an excellent job of capturing a mini-movie out of this concept with the hook of a catchy tune that was as integral as any casting or art direction that was completed for filming,” said Edie Frakes, VP, Marketing, KLC. “We believe this will be memorable and engaging for our customers. It starts with the ticket, develops to a creative brief and on and on so that all our marketers are engaged and involved. Kudos to the marketing team.”
In calendar 2020, KLC’s $30 scratcher price point sales totaled $122 million, up 67% over $73 million in calendar 2019.
“This is still a ‘new’ price point for KY, having been in market since our 30th anniversary in 2019. This new game ‘The Fastest Road to $3 Million’ was focus group tested and emerged as the favorite game offering during our in-person groups prior to COVID,” said Frakes.
KLC anticipates sales for the new $30 scratcher passing $6 million in the first seven days which Frakes describes as “a solid performance by just our 3rd ever $30 game.”
The TV ad launched on February 22. It is in support of KLC’s newest $30 ticket on sale which went on sales on February 19.
She also provided more background details about this commercial.
• Our Earworm: Car Song – originally by Woody Guthrie, licensed to be re-recorded and used for this spot:
• Song Background:
• Our Director: