The Ask:
In 2023, mCanvas received an RFP brief from Florida Lottery, requesting innovative and engaging ways to boost ticket sales while educating users on how their purchases contribute to funding education. The brand's USP, “Every ticket funds the education of many students,” aligns perfectly with their tagline, 'It’s Good Fun.'
Search for insights:
As a newcomer to the lottery industry, I immersed myself in research to truly understand their operations and audience.
I explored the depths of their social media platforms, scrolling through user comments to uncover what excites and frustrates their followers. News articles, testimonials, and other digital platforms offered additional layers of understanding about the target demographic and their motivations.
Solution:
Our initial groundbreaking ideas—including VR experiences and gamified ads—captured the enthusiasm of both the brand and the agency. After several feedback rounds and presentations, Florida Lottery entrusted us with two major campaigns:
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Promoting Their New TVC
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Christmas-Themed TVC
Both campaigns balanced entertainment with purpose, demonstrating that Florida Lottery tickets are not just a chance to win but also an opportunity to give back.
Experience the first campaign here.
Campaign 1: Promotion of the new TVC
We created an interactive rich media format to amplify the TVC’s reach and message. By combining playful elements with a seamless user experience, we highlighted the dual joy of playing and contributing to education.
Result:
3.85%
CPE
3.13%
CTR
10.84s
Time
Experience the second campaign here.
Campaign 2: Promoting the Christmas TVC
In line with their Holiday TVC campaign, we developed a festive gamified ad experience. Users could engage with a fun, Christmas-themed challenge that reinforced the message of 'It’s Good Fun' while subtly educating them about the positive impact of their ticket purchases.
Result:
4.91%
CPE
11.13%
CTR
8.82s
Time
