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Good Fun

After extensive research, we found the South Dakota Lottery’s overall brand perception to be indifferent with a majority of the state. They felt playing the lottery wasn’t “worth it” because they were unaware of all the benefits lottery revenue provides for South Dakota as well as all the winning that was happening every day.
Our job then was to get the attention of the indifferent majority and show them the lottery is good for South Dakota and fun for South Dakotans. From branding to beneficiary awareness on TV, radio, store signage and the web, we wanted to make sure every message in every medium reflected the lottery’s new brand position: Good Fun.

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