The campaign centres around the idea that the Ohio Lottery is most likely not top of mind for consumers as they celebrate the holiday season, but that the brand will be there when they have waited a bit too long to get their shopping done. The campaign also plays directly to historical sales data that people often purchase lottery tickets at the last minute.
The campaign consists of three :30 spots, which each have accompanying :15 variations, that all tout the message that the Ohio Lottery is going to be there for consumers this holiday season, right up until the very last minute. Each spot is a representation of the time of season, whether “It’s Only November”, “The Heart of the Holiday Season”, or “The Time is Nigh” and it’s time for last minute shopping.
Marcus Thomas also produced several YouTube bumper ads that present the viewer with a series of one-liners that suggest “it’s never too late for Holiday Instants.”
Additionally, OOH boards present a live countdown clock in minutes that align with the TV and social components.
From December 22–25, multiple posts (both paid and organic) on Facebook, YouTube, and Instagram, will remind consumers that time is up and the Ohio Lottery has them covered for last-minute gifts because it’s never too late to buy Holiday Instants.
Source: Marcus Thomas