Florida Lottery - Content Planning

Contributed to 5+ years of record breaking sales by aligning messaging with consumer mindset and channel behaviors

Business Challenge

The Florida Lottery was marketing many of its products at the same time, cannibalizing its share of voice and confusing the audience with different messages.

Solution

A Year in the Life approach shows how brand and product campaigns can work together throughout the year by aligning with seasonality of consumer mindset instead of marketing all available products at a time. It highlights emotional cues and triggers to inspire messaging, media placement and audience opportunities for a more relevant and engaging platform that can cut through the noise and drive sales.

Business Challenge

Loyal players come back for the newest scratch-offs in retailers - a reminder message is sufficient to entice them. However, there was not a clear way to intrigue new players. How do we attract trial for an impulse buy that potential players are not yet connected to? How do we get them out of cars and into stores?

Solution

A Day in the Life approach shows the various touchpoints prospective players engage with throughout the day along with their mindset and motivations at each moment that the Florida Lottery can speak to. It is used to drive messaging, media placement and consumer action to try, share or explore different products. It is a path to content and channel planning to ensure we reach our audience at the right time, in the right place, with the right message to drive action when they will be most receptive.