10 seconds of magic
“Holiday Magic” Integrated Campaign
The Ohio Lottery’s holiday scratch-off ticket was their biggest ever – literally. An 8” x 11” two-sided ticket with four separate games and 55 chances to win up to $500,000 dollars, there was a lot of holiday fun to be had with one purchase.
hfa promoted the product by leveraging the popularity of holiday romance movies, with one important twist: the ticket was so full of magic, it was like watching an entire holiday movie in ten seconds. The hyper-compressed melodrama drove TV and radio as well as display and social teasers, all part of a campaign that scored big with relevance and holiday humor.