We were faced with several key challenges for Take 5. Not only did we have to boost awareness and playership, we needed to give this game a personality. The Little Bit of Luck campaign was created to reignite interest in the Take 5 game. The idea behind the campaign was to communicate that the odds of winning TAKE 5 are so great, all you need is a little bit of luck. As well, we created a unique and memorable character, Little Bit of Luck, who provides a fun personality and reminds one that he is all one needs to win.

Little Bit of Luck was a fully integrated campaign that launched on January 28 all across New York State. We blanketed New York with Little Bit of Luck messaging, from English & Spanish TV and Radio, Newspaper (including English and Asian papers), Bus Shelters, Subway and Commuter Rail Car Cards, Billboards, Phone Kiosks, Retail point-of-sale, Digital banner ads and microsite, and signage in select sports arenas. To keep the campaign fresh over its 8 week duration, multiple messages were implemented and tailored for specific media vehicles, all which captured the spirit of the character in a funny, irreverent tone.