CHALLENGE

The Virginia Lottery was set to launch an exciting new game in early 2020. It’s a socially oriented game called Keno, and it’s meant to be played in bars, restaurants, and other entertainment venues. The campaign was almost ready to go. We had started finalizing media buys. What could possibly happen to throw a global pandemic-sized wrench into everything?

THE MOVE

Oh what a big move it was! Consumer behavior trends we thought would play out over five years instead happened over just a few months. Since we didn’t have much historical data to guide us, our approach relied heavily on the instincts we’ve honed over decades and our ability to interpret past data in light of the current context. We knew Keno was a game that needed a bit of an explanation, so we looked at media placements where we could hold someone’s attention. This led us to a powerful mix of broadcast TV, cable, radio, CTV/OTT, digital media, social media and out-of-home placements that delivered double the Keno sales goals.