merit
The North Carolina Education Lottery Winners Club is a not-so-exclusive club where lottery winners of all kinds come together to celebrate their wins. With new scratch-offs out every month, there are always new winners and always something new to talk about.
The NC Education Lottery faced a challenge: generating excitement for monthly scratch-off releases, even during months with less appealing tickets. Cactus was tasked with creating a versatile campaign to make every monthly ticket launch feel special. Research revealed a key insight: players would play more if they felt they could win more and that people around them were winning. This led to the creation of the Winners Club concept.
The Winners Club campaign showcases the fact that there’s a large number of people winning scratch-offs all over the state each month. The campaign's success extended to social media, where an augmented reality experience allowed players to visualize themselves as winners. This comprehensive strategy resulted in unprecedented scratch-off growth, with a 17% increase in sales in FY23 and record dollars generated for education, totalling over $1 Billion in FY23 and FY24.
