A $3bn campaign budget often spells big-name spokespeople and cutting-edge special effects, but agency Periscope and the Minnesota Lottery took their lavish budget in a different direction, announcing a new awareness campaign that highlights where exactly lottery sales dollars go.
Approximately 25 cents from every dollar spent on Minnesota Lottery tickets goes back to the state, so the campaign was all about transparency and advancing awareness of how much the lottery does for the state.
At the center of the campaign is a TV spot showcasing the true beneficiaries of $3bn lottery dollars since 1990 — Minnesota lakes, parks, roads and education systems — captured by Periscope’s production crew equipped with wetsuits, waterproof cameras, drones and coffee canteens for 4am sunrise shots.
The TV spot was kept under wraps until the commercial premiere event on April 15, where it was unveiled in front of an audience of local dignitaries, lawmakers, Minnesota Zoo animals and iconic figures close to the Minnesota Lottery’s philanthropic mission.
In addition to broadcast TV and a commercial premiere event, campaign elements include out of home (OOH), digital video, print, social media, influencer engagement and media relations. Periscope also secured a proclamation from Minnesota Governor Tim Walz declaring April 15, 2019, “Minnesota Lottery Playing Our Part Day” in Minnesota to commemorate this milestone.
Client: Minnesota Lottery