Kelly R. Evans - Portfolio

Client: Washington's Lottery
Campaign: Hit 5 - Product Launch (2007)
Agency: Publicis West
Creatives: Gethin Stout - copywriter / Trevor Oldershaw - art director

"In life, we’re told, there are winners… and there are losers. We think that’s a little unfair. Shouldn’t everyone have the chance to be a winner once in a while?"
That was the premise of our award-winning campaign for Washington's Lottery. 

They needed to launch a new game, Hit 5 - which gave you a 1 in 9 chance of being a winner (their best odds). So we developed an impactful integrated ad campaign that reminded our target audience that "There's a winner in all of us." 

The campaign consisted of broadcast (2 radio & 2 TV spots), print components (outdoor boards, newspaper ads, in-store/POP), digital media (a microsite and web banners), and non-traditional elements. 

Results: It was a win/win for both client and agency... my favorite end result. 

• Sales beat our clients' goals by 87%, and both TV and radio were recognized nationally by NASPL, the North American Association of State and Provincial Lotteries.

• The campaign was also lauded as "Campaign of the Month" within Publicis West. 

BROADCAST (TV & radio)

Two TV spots were produced to further emphasize that Hit 5 could turn you into a winner. These were directed by Tom Kuntz, who loved the concept and was great to work with. Tom is a 3-time Director of the Year and behind some of the most-recognized commercials in the world.   

Two radio spots from the launch campaign. "Darren" won gold at the 2007 NASPL awards. One of the challenges: fitting in the legal. 

DIGITAL

A microsite was developed, where you could help our lovable loser choose his own path through a series of events. The trick was... no matter which choice you made, it was wrong. Thankfully, in the end, the Lottery reminds you that you can play Hit 5 and be a "winner." 

IN-STORE SIGNAGE and NON-TRADITIONAL

In-store (point-of-sale) envelopes that were available when purchasing a Hit 5 ticket for a "friend." And signage that hung in store windows.