David&Goliath Gets Top Hat Happy for the National Lottery

David&Goliath has launched a new campaign the week of 10/19 in conjunction with the Scientific Games Corporation. The marketing effort supports a new national lottery game, Monopoly Millionaires' Club, and will be running in 23 states in 2014 and is expected to expand to 32 states by 2015.

The campaign includes radio, digital banners, OOHand a 60 and 30 second TV spot called 'Hot Air Balloon,' in which the iconic Monopoly top hat is used to symbolize membership in the Monopoly Millionaires' Club. A Club where one becomes two, two becomes five, and five becomes fifty. With this new game, more and more people are becoming millionaires. 

The spot depicts the expansive impact of the game and Jimmy Durante’s famous track “Make Someone Happy” sets the tone for spreading and sharing happiness. 

David&Goliath began working with Scientific Games as a result of its work as AOR for CA Lottery since 2010. 

This is the first time that all Lottery jurisdictions have opted to run one, national campaign as opposed to their own local marketing efforts for a specific game. The estimated spend for this campaign is over $36 million for this October launch, and more than $50 million by Q1 of 2015. In 2013, the US Lottery revenue totaled $68 billion.