The Challenge

The Illinois Lottery was seeking ways to grow their Hispanic audience — an audience that was growing in population numbers, but not in lottery player numbers

The Solution

Hispanics are constantly on the lookout for signs of good fortune and appreciate the meaning in little things, like discovering religious faces in everyday objects or scenarios.

In order to make Hispanics feel lucky, the Illinois Lottery had to intercept them serendipitously in their lives and help them feel like they could see the signs guiding them to play the Lotería. Our creative idea, “Sigue Las Señales (Follow the Signs),” leveraged the iconic imagery of the popular Mexican game of chance, a strong reminder of the fun involved.

The Results

Our inclusive approach to this Spanish-language campaign gave it cross-cultural appeal — ticket sales would never have had this degree of success if other market segments hadn’t purchased them as well.