TV ad: Ohio Lottery: Memories

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Cleveland-based independent agency, Marcus Thomas and The Ohio Lottery launched a new campaign to challenge people’s conceptions on what it means to “win” by focusing on the emotional impact smaller monetary amounts of wins can lead to, broadening the audience and leading to more ticket sales. The campaign, titled “Feel Like a Million,” focuses on smaller, more realistic wins that have greater odds of happening. For instance, a few hundred or thousand dollars, as opposed to a million, can still feel amazing and life-changing, making you “feel like a million.” The spots, which are the second iteration of the “Feel Like a Million” campaign, will run across broadcast, digital and social media. It will target general Ohioans, from millennials to seniors who are already lottery players, but also those are who not, with a focus on showing them how smallers, better chance wins can positively affect them.