One of the major barriers for lottery instant games is the astronomical odds of winning anything, much less a large prize. For the Illinois Lottery’s Cash Spectacular game, our challenge was not only to convince players that they had a decent chance of winning, but that the extremely steep ticket price, $30 per ticket, was worth it.

Our solution was to visually dramatize the number of potential prizes that would be given away as a way to overcome players’ skepticism that they couldn’t win.

The result was a complete sell-out of the game.


Location Specific Outdoor

Sample In-store Communication

In-Store Lighted Banner.

Multi-Ticket Machine Banner.

Counter Ticket Machine.

Soda Section Door Cling Referenced Previous.

This is a very small sample of all the location specific pieces we created for Cash Spectacular.