Lotto.com has unveiled a new Digital Scratch ticket campaign created by Havas New York. This campaign relates to the company's introduction of Digital Scratch tickets in December 2022 which aimed to modernise the traditional paper scratch ticket experience.
The new campaign, which builds on the brand’s earlier “Welcome to Winever” initiative, hopes to offer a unique angle by focusing on typically unlucky situations and transforming them into winning moments.
As such, the campaign showcases everyday mishaps – like getting a car towed or being splashed by a passing taxi – and illustrates how these scenarios can be turned around with a digital scratch win.
Commenting on the campaign, Thomas Metzger, CEO of Lotto.com, stated: “In an often unlucky world, Lotto.com’s Digital Scratch tickets are a reminder that a win could be just a scratch away.
“Scratch tickets currently make up two-thirds of the $100+bn US lottery market and our pioneering Digital Scratch innovation marks a significant milestone for the industry.”
Dan Lucey, Chief Creative Officer & Co-CEO of Havas New York, added: “Unlucky moments are something that all of us can relate to, no matter how big or small.
"We strive to set our brands apart from competitors by authentically connecting with consumers, and this new creative demonstrates how easy it is to turn even the unluckiest moment into the luckiest one.”
The fully integrated campaign, led by Havas New York with support from other Havas agencies, will be rolled out across various media channels including radio, TV, streaming, social media, digital platforms and out-of-home advertising throughout August.
Last summer, the company also implemented new QR code technology to promote environmental sustainability – a move that aimed to provide clients across the country with a digitised lottery experience and reduce the use of paper.
