Introduce an entirely new, and sometimes confusing, way to play to Idaho lottery players. We noted a couple of key factors early on, that really led to the unique insight. 

  1. InstaPlay looks like a draw game but loses the anticipation that comes from waiting to check your numbers.
  2. InstaPlay plays like a scratch game... kind of. While it is similar, it loses the hands on element of physically scratching the ticket to reveal if you've won. Another element of anticipation.


There's a very brief moment of anticipation that occurs as the ticket is being printed out. This insight drove creative execution of the TV spot. 



Nikson Mathews, Art Director/Copywriter, Cale Cathey, Art Director/Designer, Sara Chase, Account Manager, NxNW, Video Production