We developed the LUCK HAPPENS campaign concept and art direction for the Idaho Lottery. The previous campaign, “Always Big” was feature driven; whereas this campaign is benefits driven. It zeroes in on the heart of why people play: it could happen to me. Because jackpots drive sales, measuring branding efforts is challenging. However, when comparing sales over the previous years during the same jackpot levels, the LUCK HAPPENS campaign has consistently performed well-above average.

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