Case Study
New Jersey Lottery
Capturing the State's Winning Spirit
Client New Jersey Lottery Brand Logo
The Challenge

New Jersey is sandwiched between two huge media markets, New York and Philadelphia. With so much media noise from neighboring state lotteries, the New Jersey Lottery was struggling to get noticed and connect with young adult players. Sales, especially for instant games, were stagnate.

The WorkView award-winning videos for draw games and scratch-offs 1 out of 5 examples
Our Approach

PureRED created a uniquely Jersey brand identity that stirs the emotions of players and stands out from the New York and Pennsylvania lotteries. “Anything can happen in Jersey” represents the quirky, outgoing personality of the state and celebrates the winning spirit of all the players.

The WorkSee how we connect with players across channels. 1 out of 4 examples
The Results

Since launching the campaign, results show that “Anything Can Happen in Jersey” is true for the New Jersey Lottery, too. (Sales figures remain confidential.)

In 2015 and 2018, the campaign won the highest award for a Lottery campaign at the national La Fleur’s convention. It was voted by peers as the top Lottery advertising in the United States.

Our Clients
To do great work, you need great clients

We’re proud to work with top retailers and brands in nearly every category, including 14 of the top 25 U.S. retailers and consumer brands. We’re even prouder that our client relationships average 14 years.

View Our Work