Cannes Lions

ANNUAL LUMP SUM LOTTERY

DDB NEW YORK / NY LOTTERY / 2009

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Overview

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While the lure of a 'Mega' jackpot is enticing, players feel a sense of security when offered the chance to win a guaranteed amount of money every year for the rest of their life. With the new game launch offering $1,000,000 a year for life, players will want to do everything possible to live longer so they can keep on collecting their winnings. The strategy behind the radio spot was to leverage this idea of 'you keep living, we’ll keep paying' and taking it to the extreme in a fun and lighthearted way.

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