OKRP helps Illinois Lotto go for the heart

New seven-week,
campaign showcases
the emotion
of turning
Lottery tickets
into holiday gifts

(Chicago — Nov. 14, 2018) Illinois Lottery advertising agency O’Keefe Reinhard & Paul partnered with Camelot Illinois, the Lottery’s private management company, to create a holiday marketing campaign that focuses on the joy of thoughtful giving.

The seven-week campaign brings to life the holiday tagline, “Give the Gift of Possibilities,” with nearly 300 pieces of content across a wide range of channels, including English- and Spanish-language broadcast, digital, point of sale, out of home, social and more.

The effort shows how the gift of a lottery ticket can help reveal a deeper connection between two people.



“We wanted to create an emotional message for the holidays and saw an opportunity to show how gifting lottery tickets could be a true expression from the heart,” says Harold Mays, Acting Director of the Illinois Lottery. “We demonstrate how a lottery ticket is about more than winning and how it can represent a real personal touch from the giver.”

Bob Jensen, Group Creative Director at OKRP, notes how the campaign contrasts with other marketing during holiday time. “We wanted to focus on the power of giving. The ads are about the desire to give more, to go beyond what your family wishes for and give what you wish for them.”

The television and video ads, which will began airing on November 12, feature real families to create authentic connections.

Crafting videos
OKRP also created a series of crafting videos that highlight themes like Twelve Elves, Candy Cane, and Holiday Cash. Wreath, Place Setting, White Elephant and more show how holiday lottery tickets can be used to create wreaths and holiday trees while adding a personal touch to place settings, gift packages and bottles.

The new holiday marketing campaign will appear throughout Illinois.


About Illinois Lottery
Founded in 1974, the Illinois Lottery has contributed over $20 billion (since 1985) to the state’s Common School Fund to assist K-12 public schools, as well as hundreds of millions of dollars to the Capital Projects Fund and to special causes like Illinois Veterans services, the fight against breast cancer, MS research, Special Olympics and assistance for people living with HIV/AIDS. In addition to playing in-store, the Illinois Lottery offers online and mobile play for all draw-based Illinois Lottery games at illinoislottery.com. Players must be at least 18 years old.

About Camelot Illinois
Camelot Illinois is the new private manager of the Illinois Lottery. In partnership with the state, Camelot operates a modern lottery that truly benefits the people of Illinois. Camelot is dedicated to working with transparency, integrity and responsibility to grow the lottery and reinforce its rightful position as a force for good. The company’s innovative approach places consumers and social responsibility at its core, providing funding for schools, capital projects and special causes.

About OKRP
Chicago-based OKRP, named by Advertising Age as a 2018 “Agency to Watch” and “Small Agency of the Year” 2015, is a new model advertising agency that delivers big agency brand creativity with startup ingenuity. With its belief that success as a new model agency relies on the ability to be nimble and to bring together the best talent for its clients, O’Keefe Reinhard & Paul has practiced the “high art of selling” on behalf of clients such as Chili’s, Groupon, Gildan, Illinois Lottery, Big Lots, YUM! Brands, Ace Hardware and Turtle Wax among others. The independent agency is supported with minority backing from the Interpublic Group of Companies.

Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.