The Spirit of Winning
December 6, 2022
Sometimes the best holiday present is the gift of the Connecticut Lottery.
ROCKY HILL, CONN., November 14, 2022
This week, the Connecticut Lottery Corporation, through its partnership with Decker, a strategic and creative advertising agency, and Makiaris Media, launched their “Spirit of Winning” holiday campaign.
“We are very pleased with our holiday campaign this year. The Spirit of Winning is a great theme that will resonate with CT consumers. We’re really excited about our TV, radio and digital videos. All highlight that CT scratch tickets make great gifts, with a reminder coming from a surprising source. The ads are fun and humorous and will be a hit in our market. We have beautifully designed POS & digital ads with rich, classic holiday graphics that highlight our scratch game line-up very well. ” said Pete Donahue, Senior Director of Marketing, at the Connecticut Lottery Corporation.
Key to the campaign strategy was the promotion of holiday scratch tickets as an integral part of everyone’s holiday tradition thereby driving sales and positioning the Lottery as an important part of the holiday fun and joy.
The Big Idea
As idea exploration started, a simple truth rose to the top – holiday shopping is stressful. This is an all-too-real feeling during the holidays that we’ve all experienced, not knowing what to give. So, through an unlikely snowman hero, this campaign positioned scratch tickets from the CT Lottery as the perfect holiday gift. Give tickets and eliminate the stress of shopping. From TV through social, digital, OOH, and POS, the snowman helps those holiday shoppers, who are still searching for the right present, discover the perfect gift.
“We wanted this campaign to be a fun experience for the viewer and to spotlight the reality of holiday gift giving – we really don’t have any idea what to give people. The Spirit of Winning comes alive as our hero snowman pops up at the exact moments of gift decision making in the most unlikely of places throughout the campaign. In radio, we even get to hear from his POV, since he’s not too chatty in the TV and social.” said Dom DeLoya, Creative Director at Decker.
The campaign launches today and runs through mid January.
“Lottery gift giving has become a staple of so many people’s holiday tradition because, at its best, it provides that same unmistakable sense of optimism and hope that we all associate with this special time of year. Dom and his team did such a great job of locking in to that holiday magic with the Spirit of Winning – finding that perfect balance of humor, warmth, and universal truth.” said Andrew Kesin, SVP, Strategy at Decker.
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Decker crafts distinct and powerful marketing campaigns for brands that connects them with consumers in meaningful ways in order to stand out from the competition by creating impact that makes a positive difference.
About the CT Lottery
The Connecticut Lottery Corporation (CLC) is a quasi-public state agency with the mission to generate revenue for Connecticut consistent with the highest standards of good public policy and social responsibility. In fiscal year 2022, players won more than $910 million* in prize money and Retailers earned more than $81 million* in commissions. At the same time, the CLC provided $406 million* to support the valuable services and programs funded by the state’s General Fund including public health, libraries, public safety, education and more. Since the Lottery began in 1972, its contributions to the General Fund have exceeded $11 billion.
The CLC reminds the public that Lottery purchasers must be 18 or older, and players must be at least 21 to place sports wagers. If you or someone you know has a gambling problem and wants help, call (888) 789-7777 or visit ccpg.org/chat. For information about the CT Lottery, stop by any CT Lottery retailer, visit CTLOTTERY.ORG, join us on Facebook (facebook.com/ctlottery), Instagram (Instagram.com/ctlottery), Twitter (twitter.com/ctlottery), or call (860) 713-2700.
SVP, Strategy: Andrew Kesin
Creative Director: Dom Deloya
Sr. Art Director: Aron Shand
Art Director: Brighid Docherty
Senior Account Executive: Amanda Ardel
Broadcast Producer: Liza Near
Production Company: Sweet Rickey
Director: Jon Bekemeier
Executive Producer: Vanessa Lonborg
Executive Producer: Scott Burtnett
Director Of Photography: Kip Bogdahn
Spanish Translation: The Latino Way
Principal: Maria Lino
Editor: Charlie Coffou
Assistant Editor: Bernardo Hippert
Executive Producer: Phoebe Cole Dubay
Post Producer: Kathryn Hardman
Color: Nice Shoes
Colorist: Phillip Choe
Conform: Zero VFX
Flame: Mark L’Heureux
Producer: Jack Swanson
Audio: Massive Productions LLC
Audio Engineer: Matt Berky
Media Placement: Makiaris Media