brand campaign for Hoosier lottery's new wild multiplier scratch-offs
Everyone has a little wild in them, and at Hoosier Lottery, that’s worth celebrating. Going wild is about letting yourself play in a world of the mundane. Hoosiers were invited to take a break from their day and let their spirit roar. The campaign featured lottery scratch-offs folding into wild animals, which were released into the world. These origami creatures were found in gas stations across Indiana, bringing the wild spirit to life.
Everyone has a little wild in them, and at Hoosier Lottery, that’s worth celebrating. Going wild is about letting yourself play in a world of the mundane. Hoosiers were invited to take a break from their day and let their spirit roar. The campaign featured lottery scratch-offs folding into wild animals, which were released into the world. These origami creatures were found in gas stations across Indiana, bringing the wild spirit to life.
The Wild Multiplier 8-week sales totaled $30.5 million, surpassing the goal by 13.7% and outperforming the fiscal year 2022 February campaign by 5.1%.
the results
The campaign exceeded expectations across all price points, with particularly strong performance in $1 and $2 ticket sales, which had declined in previous years. In the two weeks following the Super Bowl TV ad placement, sales soared $1.38 million above forecast. These results contributed to Hoosier Lottery’s overall sales, allowing them to support the Teacher Retirement Fund, police and firefighter pensions, and various good causes around Indiana.
