Lotto.com has launched a new digital scratch-off campaign created by Havas New York. The campaign is tied to the company’s launch of digital scratch-offs in December 2022, which aims to modernize the traditional paper-based scratch-off experience.
The new campaign builds on the brand’s earlier ‘Welcome to Winever’ initiative, which hopes to provide a unique perspective by focusing on often unfortunate situations and turning them into successful moments.
As such, the campaign showcases everyday mishaps – such as a car being towed or splashed by a passing taxi – and explains how these situations can be reversed with a digital scratch card.
Commenting on the campaign, Lotto.com CEO Thomas Metzger said: “In a world that is often down on its luck, Lotto.com’s digital scratch cards are a reminder that winning is just a scratch away.
“Scratch-off cards currently make up two-thirds of the $100 billion-plus U.S. lottery market, and our groundbreaking digital scratch-off card innovation marks a major milestone for the industry.”
Dan Lucey, chief creative officer and co-CEO of Havas New York, added: “Moments of tragedy, big or small, are something we all relate to.
We strive to differentiate our brand from the competition by creating authentic connections with consumers, and this new creative shows that even the unluckiest moments can easily be turned into the luckiest ones.”
The fully integrated campaign, led by Havas New York and supported by other Havas agencies, will launch throughout August across a variety of media channels including radio, TV, streaming, social media, digital platforms and out-of-home advertising.
Last summer, the company also implemented new QR code technology to promote environmental sustainability – a move designed to digitize the lottery experience for customers across the country and reduce the use of paper.
