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NY Lottery & DDB NY Launch 'Everybody Wins'
DDB North America, 1 year, 9 months ago
Campaign highlights contribution of ticket purchase to aid state education
The new campaign encourages New Yorkers to play the Lottery because not only can they win great prizes, but also every purchase contributes to providing billions of dollars to aid NY State education each year. A new tagline, “Everybody Wins,” has been incorporated into the campaign’s television spot titled “Thank You,” radio spot, and unique Facebook contest where one lucky school signing group will be awarded $10,000 for their rendition of the song “Thank You for Being a Friend.”
While 68% of 18-24 year olds and 51% of 25-34 year olds do not know where NYL revenue goes, the new :30 second spot “Thank You” gives a face to those who benefit when the lottery is played. To do this DDB New York and NYL brought the talented Gibson Group of Haven Academy from the South Bronx to a convenience store so they could sing for unsuspecting people who bought lottery tickets. When the actual ticket is sold, the Haven Academy students emerge from behind a curtain singing the Andrew Gold song “Thank You For Being A Friend” - most famously know as the theme song to the hit TV show ”Golden Girls.”
Schools can submit a video of their singing group performing “Thank You For Being A Friend” to the New York Lottery’s Facebook page contest tab, which launches on February 3. Five finalists will be selected and their videos will be posted to the Facebook page. The school whose video gets the most votes will win $10,000 toward their vocal music program! The second and third place winners will receive $5,000 and $2,500 respectively.
Category: Gambling , Sports and leisure
Genre: Experiential , People