SACRAMENTO – An incentive to play SuperLOTTO Plus -- whether the top prize is $7 million or much more -- was the inspiration for an award-winning campaign from the California Lottery.
The “Mientras Sean Millones No Importa Cuantos” campaign was honored earlier this month at the Advertising Age’s Hispanic Creative Advertising Awards ceremony. The ad campaign was developed by Hispanic advertising agency Casanova Pendrill and won a silver award in the “Out-of-Home” category in the annual competition.
The campaign taps into the desire of consumers who dream of becoming millionaires and reminds them that whether they win $7 million -- the minimum jackpot --or much more, by winning, they become millionaires. The campaign’s messages, which support the California Lottery’s history of making people winners and making their dreams come true, offered consumers the idea that any prize is worth playing for.
Nine variations of the ad appeared in the state’s major markets on bus shelter signs and billboards.
“We were looking for a simple way to demonstrate that when it’s about winning millions, seven is as good as 40,” said Rodrigo Lino, creative director of Casanova Pendrill. “The main message telling consumers that ‘as long as they’re millions, it doesn’t matter how many’ is introduced by statements such as ‘If $40 million flies you around the world, does that mean 20 only flies you halfway?’ or ‘If with 30 million you’re a V.I.P., with 20 are you only a V.I.?’”
The California Lottery offers players many options when in comes to ways to win. Not only are there multiple tiers of prizes and a full slate of different games, but SuperLOTTO Plus alone averages sales of more than one million winning tickets every month.
“We’re honored to receive this award for an ad that recognizes the fun and magic of playing the Lottery,” said Lottery Director Joan Borucki. “Our players believe anything can happen when someone buys a ticket. This ad campaign reminds us all that every jackpot is worth playing for.”
Given the great reception to the campaign by consumers and its success, the ad campaign -- developed by Elias Weinstock, Rodrigo Lino, Fernando Poblete and Alejandro Rodriguez -- has begun a second round with additional outreach efforts in radio and online. One of the new variations of the ad asks, “If 25 million makes you feel like the king of the world, does that mean 9 only makes you feel like a prince?”
SuperLOTTO Plus draws happen every Wednesday and Saturday just before 8 p.m. Tickets for the game only cost $1.
About the California Lottery:
More than 95 cents of every Lottery dollar is returned to the community in the form of contributions to education, prizes and retail commissions. The California Lottery contributes at least 34 cents of every dollar that players spend on Lottery products to public education and returns more than 50 percent of sales to players in the form of prizes. Since its inception in 1985, the Lottery has contributed more than $20 billion to California schools out of total sales of nearly $55 billion. Retailers benefit too, earning $3.5 billion in compensation since 1985.
About Casanova Pendrill:
Casanova Pendrill, founded in 1984, is one of the leading Hispanic marketing communications companies in the U.S., providing best-in-class integrated capabilities across all communications disciplines. In 1999, CP joined the Interpublic Group of Companies and expanded its marketing communications resources to form Casanova Pendrill Integrated Hispanic Communications.