After 35 years, the Illinois Lottery needed to reinvigorate their public image. Rebranding was in order. We delivered a look that refreshed the brand but held onto much of what people loved about the Lottery. Now, shoppers would notice the brand in store. But Illinois needed them to play too. We needed to understand why they weren’t.
Shoppers entered on a mission, often in and out in under 2 minutes. We had to interrupt the line of sight and focus our communication at the one place every shopper goes: the cash register. We created a unified location for all in-store materials - a permanent spot on the counter.
Results were immediate: ticket sales increased as much as 23% in participating stores. The updated, easier to install merchandising kits saw huge gains in compliance in new c-stores, with a record-setting 70% conversion rate among new stores. By consolidating messaging and disrupting the grab-and-go shopping pattern of c-store customers, the Illinois Lottery found the way to win at retail.
Creative Director/Designer: Andrew Tinch
Copy Writer: Josh Bartow
Agency: Integer
Client: Illinois Lottery