Cactus Creates Multimedia Campaign for Colorado Lottery’s New Multiplier Family of Games

Advertising agency Cactus has created an integrated media campaign for client Colorado Lottery to support its new family of Scratch games with a multiplier feature.

The Scratch games, which will sell at a range of $1 to $5, let players multiply their winnings by five ($1), 10 ($2), 20 ($3) or 30 ($5) times per ticket and winnings can range from $10,000 to $100,000.

The creative addresses the multiplier theme, large winnings and family style of play that allows one to buy, play and win in multiples.

In the 30-second TV ad, four players in colour-coordinated quadrants (blue, yellow, green and red) play the game, each at a different price point. As the narrator explains how the various games pay out, we see each player subsequently scratching, looking at the card and doing a victory dance. The tagline: “Multiply your money with new multiplier scratch.” The :30 TV spot is running statewide on network and cable. It airs in popular prime time, highly rated cable as well as news and late-night programming to achieve broad reach.

The concept is simple and targets an audience identified as Scratch “Exploiters,” who skew male, buy Scratch often, enjoy playing multiplier games at the $1 to $5 price point and typically buy multiple Lottery tickets. The multiplier is seen as a feature that makes everything better.

“The task challenged us to approach things from a different perspective,” said Norm Shearer, chief creative officer. “We’re simplifying the choice and putting these four tickets on a stage together, so buying is simple for the consumer.”

Cactus created TV (:30 and :15) and radio spots as well as OOH and POS displays that urges shoppers to “Win Big, Bigger, Biggest, Biggerest!” For TV, radio and OOH creative, there is an English and a Spanish language execution. The campaign will also include paid digital and social media extensions.