winning.work

Client:

Agency (including in-house):

Pollinate

Description: A brief description of this work and the creative idea:

HOLIDAY SCRATCH-ITS MEDIA CAMPAIGN
FLIGHT DATES:

11/27/23 - 12/31/23

The holiday season is a key selling period for Oregon Lottery Scratch-its. As shoppers look for easy and affordable gifting options, we help keep Scratch-its top-of-mind, not just with current Lottery players, but with new audiences as well.

The Brief: What were the main challenges? What were the key objectives? :

CAMPAIGN GOAL

Effectively showcase holiday-themed ticket titles and support overall Scratch-its sales with integrated creative + media strategy.

CHALLENGE

This campaign is timed at the height of the holiday shopping season, amidst much advertising clutter, requiring a well-crafted, strategic media plan that reached people effectively.

MEDIA OBJECTIVES

Create awareness for Holiday Scratch-its during the holiday season.
Support in-retailer sales.

Solution + Results: How did you solve the brief? What were the top three results?:

Diverse media mix for greatest audience reach.
Effective targeting: behavioral (interest in gambling, holiday/gifting, gaming apps), contextual (holiday content/films), and based on location (where Scratch-its are sold).
To increase visibility in a relevant environment, campaign included Portland Monthly and Willamette Week holiday gift guides.
Included digital OOH for last-minute gifting (12/17-12/24).
Key insight: Consumers appreciate urgency messaging as last-minute gifting creative delivered highest click-through rate and engagements across all digital tactics and placements.

(see attached deck for graphs)

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

No regional context to note.

AI Usage: Was any AI used in this project?:

No AI was used

Trigger Warning:

2024 Cascadia Creative Awards

Oregon Lottery Holiday Scratch-its Media Campaign