Hasta La Creative!

The Florida Lottery launched its first ever $50 scratch-off as part of the X THE CASH family, the 500X THE CASH scratch-off along with a new ad campaign titled “Most Xtreme” from its agency of record PPK.

While the higher priced ticket boasts the highest top prize ever, the campaign also needed to encourage accessibility and incorporate elements to engage the FL Lottery’s broad player base. The campaign breaks down 15-second units into even smaller 7.5-second units, which allows for delivery of two messages within one :15 ad. The additional “spots within a spot” also kept the creative fresh and surprising throughout the campaign. The goal was to attract as many players as possible, as more FL Lottery players results in increased transfers to the Educational Enhancement Trust Fund (EETF).