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Journalist Choice
Paris, France
Ohio Lottery - "Playable Radio" by Epica Awards 2024

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TitlePlayable Radio
BriefWhat’s the click-through rate of a traditional radio ad? Ha. Nice try. That’s not even a thing. So, why turn traditional radio into a first-ever interactive, playable radio game? To form a connection with Millennials who love music, gaming and experiences, but not traditional lotteries.The Ohio Lottery needs Millennials for success, but they were the hardest “get.” Millennials report purchasing lottery tickets less than Generation X and Baby Boomers, who are aging out. However, we found that when that demographic enters our rewards program, they engage with the brand and are more likely to make purchases than non-club members of the same demographic.So, why traditional radio? Despite the perception that Millennials are “glued to their phones,” radio usage is close behind. To get them to engage with the Ohio Lottery, we combined three key areas of interest – music, gaming, and the desire for new experiences – into a gamified activation that merged radio and their loved mobile devices into an entirely new brand experience.Playable Radio helped achieve our goal of getting Millennial sign-ups for the Ohio Lottery’s MyLotto Rewards® (MLR) program – helping to collect valuable first-party data for this audience to create more meaningful future engagements and communications.
Agency
Campaign Playable Radio
Advertiser Ohio Lottery Commission
Brand Ohio Lottery

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