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New York Lottery Ad Campaign: LOTTO Players Make Way Better Rich People37 Years and 1,326 New Millionaires Later, New York’s LOTTO Game is Recognized for Making More New Yorkers Rich than Any Other Game |
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A rich New Yorker spends millions of dollars for a dead bat to add to his dead bat collection. An internet startup guru pays hundreds of dollars for solid gold staples to bind historic documents together. An eccentric heir spends $28,000 a week on expensive wine – to bathe in.
A lot of millionaires certainly have questionable ways to spend their riches.
The New York Lottery’s namesake game LOTTO has created more New York millionaires than any other jackpot game. With a track record like that, we believe our winners make way better rich people than these odd and eccentric characters who enjoy their spoils in decidedly unique ways.
Inspired by this notion, the New York Lottery’s advertising agency, McCann, has put together a campaign highlighting why New York LOTTO players make the best rich people. The LOTTO campaign, "You’d Make A Way Better Rich Person" reminds us that LOTTO has made millionaires out of more New Yorkers than any other in-state game.
“When the LOTTO game debuted in 1978, it was designed to fuel players’ dreams of being rich with a starting jackpot of just $250,000,” said New York Lottery Director Gardner Gurney. “LOTTO grew exponentially and over the years has turned 1,326 New Yorkers into LOTTO millionaires. We believe our LOTTO players have the knowledge, charisma and common sense to be rich in the best way.”
“We’re clearly having fun with the campaign’s wry portraits of wealthy eccentrics,” said Grant Smith, McCann Executive Creative Director, “The truth is that New Yorkers enjoy watching the odd behavior of some rich people. Because we all know that, if we were rich we’d do a better job of it.”
The campaign spans television, radio, online, billboards and placards, a/k/a out-of-home, as well as a first-of-its-kind digital “Field Guide” to identifying eccentric wealth at RichPeopleGuide.com. Here, New Yorkers can discover exactly which type of Rich Person they would be better than if they were rich.
Among the specimens found in the Rich People Field Guide are the Hypertense Hyperallergenic, a histamine normal person, but simply too wealthy to have normal feelings about dirt; the Eccentric Collector of Eccentric Collections, who has never had to work, socialize, or have meaningful relationships with other humans so has acquired a unique social adaptation: amassing a ridiculous assortment of alarmingly weird objects; and the Grown-Up Child Star whose efforts to reclaim her lost childhood have resulted in an exotic animal menagerie, and an even more exotic wig collection.
New York’s LOTTO game earned more than $83.9 million in sales last fiscal year and returned 51 percent of that (more than $43 million) to aid the state’s 760 school districts. The New York Lottery posted overall sales of $9.16 billion for its traditional and video lottery operations for the same time period, returning $3.11 billion in profit for education. The Lottery’s contribution represents 14 percent of total state education aid to local school districts.
The LOTTO campaign will make its debut this week, and will continue through the month of December.
Link to the TV spots and assorted collateral:
The New York Lottery continues to be North America’s largest and most profitable Lottery, contributing $3.11 billion in fiscal year 2014-2015 to help support education in New York State. The Lottery’s contribution represents 14 percent of total state education aid to local school districts.
New York Lottery revenue is distributed to local school districts by the same statutory formula used to distribute other state aid to education. It takes into account both a school district’s size and its income level; larger, lower-income school districts receive proportionately larger shares of Lottery school funding.
About McCann McCann Erickson, based in New York, is the world’s largest advertising agency network and a unit of McCann Worldgroup, a leading global marketing service company. McCann Worldgroup also includes MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).
For Lotto Game Inquiries Contact: Lee Park, NYS Gaming Commission, Division of the Lottery, (518) 388-3415, info@gaming.ny.gov.
For Lotto Ad Campaign Inquiries Contact: Neena Koyen, McCann, 646-865-2842, Neena.Koyen@mccann.com.
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