Raising Brand Favorability by 76%
South Dakota Lottery
The South Dakota Lottery has contributed $2.58 billion to South Dakota since it was established in 1987 and is the second largest contributor to the State General Fund. Yet the Lottery had an unfavorable view among the state’s residents.
Or did it? After extensive research, the L&S team found the South Dakota Lottery’s overall brand perception to be indifferent; in fact, about 45% of respondents said their view was neutral.
- Team Arcade
- Team Steve
- Great Plains Motion Picture Co.
- Drive Thru Productions
- 2015 - 2018
- ADDY Award: Best of Class, Sound Design
- ADDY Award: Gold, Television
- ADDY Award: Gold, Out of Home
- ADDY Award: Silver, Social Media
- ADDY Award: Silver, Integrated Campaign
- Telly Award: Bronze, General: Miscellaneous
- Telly Award: Bronze, Campaign - Promotional
- Telly Award: Bronze, TV
- ADDY Award: Silver, Radio
About 45% of respondents said their view of the Lottery was neutral.
While the numbers might sound concerning, we saw this as an opportunity. It’s much easier to change neutral opinions than negative ones. We also uncovered new insights for players. Consumers felt that playing wasn’t “worth it” because they were unaware of the Lottery’s benefits to the state and the winning that was happening every day.
We aimed to remind consumers of how the Lottery provides fun for players along with good for our state.
With this in mind, we aimed to remind consumers of how the Lottery provides fun for players along with good for our state. It’s entertainment with a bigger purpose in mind. It’s fun for a good cause. All in all, the South Dakota Lottery is “Good Fun.”
Leveraging the direction of “Good Fun,” we helped the Lottery launch a new brand complete with an updated logo, website, signage, point-of-purchase materials, radio, video, digital messaging and more.
Quick-witted, vibrant and fun, the creative drew attention by using fun facts highlighting the Lottery’s winners and tying the money from the Lottery back to the good it does for the state. TV concepts included a scratch-off campaign embracing those lucky little moments we cherish in life, and other game promotions included “Lucky for Life” messaging that embraced all the good fun you can have with a Lottery win.
In 2017, the South Dakota Lottery decided to check in with a brand perception benchmarking study to gauge their progress, and the results were impressive.
Overall, the South Dakota Lottery has seen a 76% increase in brand favorability, and 84% of respondents recalled seeing South Dakota Lottery messaging in the last year.
The Lottery has seen a 76% increase in brand favorability.
While the primary goal for this campaign was increasing brand favorability, we saw success in other areas, too. Player frequency has increased for all product lines, and the South Dakota Lottery has seen a 2% increase in sales from FY16 to FY17. Now that’s good fun.