Pressroom

Colle+McVoy Campaign For New Lottery Game Book Serves Up Giant Fun

Posted 02/17/2010

MINNEAPOLIS, Feb. 17, 2010 – A campaign for the Minnesota State Lottery’s new Scratch Game Books features a fun-loving giant to show how the games provide huge fun for players.

Two 30-second television spots and two radio spots (30 and 60 seconds) running statewide portray people casually playing different games in either the “Casino” or “ Puzzle Book” themed game books while a giant unbelievably blows confetti all over them, representing the excitement of playing and celebrating. The campaign elements can be viewed and heard here: http://tinyurl.com/MSL-Game-Book

“The Lottery launches nearly fifty scratch games a year, so players are used to seeing new product,” said Dave Keepper, group creative director, Colle+McVoy. “The goal was to signal that this one is different, something people have never seen before.”

“The lottery brand is about fun, but we wanted to make the fun bigger this time around since the Game Books offer page after page of your favorite scratch games,” said John Mellein, director for marketing, Minnesota State Lottery.

This is the latest campaign in an extensive line-up of acclaimed and award-winning work that Colle+McVoy has created during its five-year relationship with the Lottery. The agency’s work has helped the Lottery achieve five consecutive years of sales growth and record contributions to the state of Minnesota.

Each new Minnesota State Lottery $20 Game Book features six pages of full-size scratch tickets and the chance to win up to $300,000. The Puzzle Book features six tickets with eight favorite games like Crossword and Bingo and the Casino Game Book offers six tickets with 11 favorite casino games.