Illinois Lottery Rolls Out Integrated Campaign for Four New ‘The Good Life’ Instant Games
Thursday, March 14, 2013 at 02:32PM Chicago, IL – March 12, 2013 – To debut its newest family of instant games, The Good Life, the Illinois Lottery launched an integrated advertising campaign in March that highlights simple-pleasure references associated with living a happy life.
A television spot developed by the Lottery’s lead advertising agency, Downtown Partners Chicago, anchors the campaign. In it The Good Life commercial showcases a fictional factory, The Good Life Inc, where various elements of “the good life” are assembled in packages for people to enjoy. Featured on the assembly line are white picket fences, sunflowers and beach chairs, along with the family of The Good Life instant tickets. The spot was filmed at ABT Electronics & Appliances in Glenview, Illinois.
Along with the television spot, the campaign also includes radio, out-of-home advertising, online digital banners, retail support, and various promotional executions. Complementing efforts to reach the general market audience, The Good Life campaign also features two multicultural television commercials, in English and Spanish. These spots were created by the Lottery’s multicultural agency partner, commonground, Advertising Age’s small advertising agency of the year.
“The new campaign features a whimsical factory we all wish we could visit,” said Illinois Lottery Superintendent, Michael Jones. “A place where the simple things we all associate with the good life exist. A place where the grass is always green, it’s alright to have your head in the clouds, and there are never clouds at the beach.”
Launched in February, The Good Life is a family of four new instant games offered by the Illinois Lottery that offers players a chance at receiving a set amount of money each week for the next 20 years. The tickets are available at various price points, including $1, $2, $5 and $10, and prizes from $1,000 a week up to $10,000 a week for 20 years. The Good Life games use a traditional match-number game play that allows consumers to easily determine if they have a winning ticket. If not, the money generated by The Good Life games helps the Common School Fund and builds roads and bridges throughout Illinois. The Good Life family of instant games is available at more than 8,100 Lottery retailers statewide.