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. In order to increase ticket sales in the Hispanic market, the Illinois Lottery developed an instant ticket based on the popular Mexican game of chance, Lotería.
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.
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 Lotería instant ticket became the fourth-best-selling ticket in Illinois Lottery history with record-breaking sales: more than $5 million in tickets in just the first five weeks.
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.