Louisiana Lottery

The Challenge:
For my senior capstone project, me and a group of 12 other individuals teamed up to create a 6-month campaign and media plan for the Louisiana Lottery. Our goal was to increase positive perceptions around the Louisiana Lottery among adults aged 21-30, redefine the brand as more relevant to this consumer base through engaging advertisements, and reposition them to be a top-of-mind product purchase for Louisiana traditions.


The Solution:
In order accomplish our goal, we had to conduct both primary and secondary research, decide on a media strategy, create eye-catching designs and copy, and develop a thoughtful presentation and plan book to show to our client.


Insights:
Louisiana traditions may include Mardi Gras or parades, sporting events, cajun cuisine, family barbecues and so much more. When you come to Louisiana, you think of the staple things that make up the culture behind being a Louisianan. The Louisiana Lottery should be repositioned to be one of those staple experiences as a Louisianan who takes pride in their state.
Based on our research, current Louisiana Lottery users in our target age group of 21-30 view the lottery as dated, creepy or a waste of money. We aimed to change the narrative surrounding the company and lotteries as a whole by focusing less on the aspect of winning money and more on the idea of experiencing a fun game of chance. These ideas of experiences and fun are echoed throughout our campaign.
Our research also showed that current media choices weren't converting to purchases, so our team selected media vehicles that reach young adults in places they frequent like social media, online sites and gas stations.


Big Idea:
The Louisiana Lottery cares about Louisiana traditions and should exemplify that experience to its consumers in ways that are relevant to their lifestyles.


My Role:
As a member of the media planning team, I was in charge of...
-Conducting a focus group to determine brand perception
-Conducting primary research by interviewing convenience store customers about their brand experience
-Gathering secondary data about the Louisiana Lottery brand and competitors
-Creating potential advertising concept ideas

As plan book team leader, I was in charge of...
-Contributing to plan book copy
-Designing the layout and visual elements of the cover and several pages within the plan book
-Writing the brand manifesto contained within the book
-Delegating assignments to other members of the plan book team

As a member of the presentation team, I was in charge of...
-Helping to design visuals for the campaign pitch to our clients
-Ensuring copy and visual elements corresponded to both the plan book and the script of the presenters at the client meeting
-Creating mockups of various campaign elements to showcase creative ideas