Florida Lottery Opens the Monopoly Vault for New Scratch Off Game

Florida Lottery launches its new MONOPOLY SECRET VAULT Scratch-Offs campaign by Tampa agency PPK.

The Florida Lottery came to PPK to develop a wide-reaching, integrated media campaign that builds excitement around the new ways to play/win with the new family of MONOPOLY games. Leveraging the equity of the renowned family board game, the concept offers players a chance to win over $685 million in cash prizes with an opportunity for more than 33 million instant winners.

The creative leverages the Monopoly name to announce the news in a simple, unique and memorable way, with the ad’s characters building excitement for the new game through a false sense of secrecy.

The spot is accompanied by a web-based collectible game through which fans can win extra prizes. Fans log into Vault Collector every day to spin the safe door dial and unlock the Secret Vault that could hold one of many Monopoly tokens. Collecting three of the same token enters players to win the corresponding prize, which includes a variety of gift card prizes. All players receive the Bonus Play Promo Code for participating each day. 

'The Secret’s Out' continues the Florida Lottery’s positioning which focuses on the thrill and excitement of playing, with any winnings being the icing on the cake.

The campaign begins rolling out with a teaser phase through outdoor, radio and a social game 'early opt-in' period the week before launch. It launches July 1st across Broadcast TV, Online Video/Pre Roll, Radio, POS display, Display, DOOH and Social.

PPK has been the creative, social and media AOR for The Florida Lottery since 2016.

Since 1988, the Florida Lottery has contributed more than 46 billion dollars to Florida schools and students through the Educational Enhancement Trust Fund, including more than eight billion dollars to the Bright Futures Scholarship Program. In total, nearly one million Floridians have been able to attend college on a Bright Futures Scholarship. In Fiscal Year 2022, The Florida Lottery officially became the Number one lottery in the country in sales, surpassing California and New York.