Description
The new campaign, dubbed “The Secret’s Out,” was created by PPK to help the Florida Lottery launch the MONOPOLY SECRET VAULT Family of Scratch-Offs ($1, $2, $5, $10 and $20), plus Bonus Play.
The creative leverages the Monopoly name to announce the news in a simple, unique and memorable way, with the ad’s characters building excitement for the new game through a false sense of secrecy.
The spot is accompanied by a web-based collectible game through which fans can win extra prizes. Fans log into Vault Collector every day to spin the safe door dial and unlock the Secret Vault that could hold one of many Monopoly tokens. Collecting three of the same token enters players to win the corresponding prize, which includes a variety of gift card prizes. All players receive the Bonus Play Promo Code for participating each day.
“The Secret’s Out” continues the Florida Lottery’s positioning which focuses on the thrill and excitement of playing, with any winnings being the icing on the cake.
The campaign began rolling out with a teaser phase through outdoor, radio and a social game “early opt-in” period the week before launch. It launched July 1 across Broadcast TV, Online Video/Pre Roll, Radio, POS display, Display, DOOH and Social.
PPK has been the creative, social and media AOR for The Florida Lottery since 2016.
Since 1988, the Florida Lottery has contributed more than 46 billion dollars to Florida schools and students through the Educational Enhancement Trust Fund, including more than eight billion dollars to the Bright Futures Scholarship Program. In total, nearly one million Floridians have been able to attend college on a Bright Futures Scholarship. In Fiscal Year 2022, The Florida Lottery officially became the Number 1 lottery in the country in sales, surpassing California and New York.
This professional campaign titled 'MONOPOLY SECRET VAULT Scratch-Offs' was published on July 01, 2024. It was created for the brand: Florida Lottery, by ad agency: PPK. This Digital, Integrated, and OOH Outdoor media campaign is related to the Gambling and Gaming industries and contains 5 media assets. It was submitted 10 months ago.
Credits
CEO: Tom Kenney
President: Garrett Garcia
Executive Creative Director: Paul Prato
Creative Director/Writer: Nick McMurdy
Creative Director/Art Director: Christy Beegle
Creative Director/Writer: Ivan Gonzalez
Executive Director, Strategy & Innovation: Nicholas Stoeckle
Interactive Creative Director: Dmitrii Osipovskii
Interactive Designer: Mary Trepany
Junior Photographer: Matthew Burge
Director, Digital Strategy: Lexi Farnella
Associate Director, Paid Social: Kat Koerner
Social Media Strategist: Emma Hagarman
Sr. Art Director: Alan Schneller
Producer: Christine Allen
Director of Post Production: Joe Guerra
Sr. Editor: Brad Lulas
Lead Animator: Jason McTeague
Director of Audio Production: Roger Hughes
Group Account Director: Joanne Martin
Account Supervisor: Drake Goebelbecker
Account Executive: Cecil Robinson