Hoosier Lottery Heats Up February with Call to ‘Come Out to Play’

The Hoosier Lottery’s first family of Scratch-off games to launch under its 'Champions of Play' brand platform brings new fun to February, inviting Hoosiers to put down their puzzles and come out to play.

To promote the 7s Scratch-offs, creative agency Cactus leaned into the familiarity and anticipation Hoosiers have for the 7s Family and its bright, colourful graphics as an invitation for Hoosiers across the state to seize the play, despite the cold temps. The broadcast spot titled 'Come Out to Play' opens on a woman working her way through a puzzle with a TV on in the background. Upon hearing that the new 7s have arrived, she flips her puzzle off the table in a hurry to alert her neighbours of the exciting news. We see people dropping their takeout, jumping through windows, and we even get a cinematic easter egg or two. Beyond the TV spot, the campaign features an interactive gem-themed matching game exclusive to myLOTTERY members, and is also supported by a full-scale OOH and digital campaign.

“The Champions of Play platform continually inspires new ways to tell the brand story. For each product or category launch, we look at the brief through the lens of inspiring play, which is what the Hoosier Lottery is all about,” said Jen Arnold, creative director at Cactus. “For this spot, we wanted the viewer to get wrapped up in the same energy as our characters, and be thoroughly entertained along the way.”