New Jersey Lottery Case Study
Upon becoming the New Jersey Lottery's agency, we developed a revitalization effort comprised of keen insights, strategic planning, media savvy and compelling creative. Through these efforts, we achieved unprecedented success, including improved brand awareness, an expanded player base and significant sales growth.
- Players are becoming increasingly complacent, and interest in the games is waning.
- Media environment is confusing and cluttered, and spending levels are less than optimal.
- Proximity to two powerful media markets, New York City and Philadelphia, increases pressure to spend efficiently.
- Advertising messages need more impact and relevancy to break through.
- Brushfire hit the ground running with the New Jersey Lottery, right away developing a revitalization plan.
- Brushfire embarks on a research initiative to build the foundation of a strategic plan:
- Reviews existing data and uncovers need to shift perceptions.
- Conducts research on current player preferences and patterns of play and finds each lottery product to have its own audience with some measure of spillover.
- Develops a unique marketing strategy for each lottery product.
- Develops a plan to provide additional game play incentives, encouraging increased consumer involvement and enjoyment of the games.
- Develops the unifying umbrella logo and tagline: Give Your Dreams A Chance.
- Connects with consumers at multiple touchpoints, delivering awareness and informational messaging through a robust integrated campaign that includes POP, outdoor, broadcast and digital elements.
Through Brushfire's strategic business-building approach, total sales for the New Jersey Lottery increase by over $447 million.
- Current lottery players re-engage, and new players join the franchise.
- Sales across individual lottery games increase. Jersey Cash 5 relaunch increases sales by 88% versus prior year.
- Advertising effort combining a promotion for Pick-3 and Pick-4 Instant Match drives sales up 69% versus the same period in the prior year.
- Strategic promotions increase Instant Game sales by 18.65% in a single year.
- Brushfire consistently provides over 30% in added-value free media per year, helping the lottery achieve unmatched media efficiency.