Launching a new product has its challenges. Launching a new product during a pandemic has many more. When the CT Lottery asked us to develop a launch campaign for their new, easy way to play, the COVID-19 pandemic wasn’t on anyone’s radar. Our first challenge was to craft work that would break through to new and existing players, segmented into two age groups. Our second challenge became doing all that amidst a global pandemic.
We developed a funny and informative campaign that highlighted Fast Play’s key attributes. However, the nationwide lockdown paused production indefinitely. In July 2020, our team took an innovative approach to meet the initial launch deadline by creating an intentionally campy soft-launch TV spot using only digital assets. By August, with safety measures in place, our original TV concept returned to production and shot as intended. The campaign launched within its original timeframe and extended with additional creative.
Three weeks after launch, the campaign generated $3.9 million in sales—approximately 25% of the year’s expected total. Fast Play sales rank 4th out of 10 for CT Lottery draw games—surpassing Powerball and Mega Millions. The campaign won runner-up for the Buddy Roogow Innovation Award at the North American Association of State and Provincial Lotteries event.