CHALLENGE

Virginia Lottery’s CASH POP was a game targeted to new and current players with a spotlight on 18- to 34-year-olds, a group defined by brand skepticism, technology savviness, personalized digital experiences, and a desire to make things easy. You know the type.

THE MOVE

It doesn’t get any easier than picking just one number. We created a cast of funky number characters named one to 15 to explain the simplicity of the game to players and invited them to “Play the one that speaks to you.” Eleven is a wannabe DJ. Twelve found nirvana. And wait—crazy eight is tattooing his what?! The campaign popped up in retail stores, apps, streaming video and podcasts, OOH, and the accounts of carefully selected influencers across the state.