The Challenge Presented
Jumbo Bucks is one of the Tennessee Education Lottery’s (TEL) most popular and recognizable instant games, appealing to both repeat and new players.
In September, the Tennessee Lottery launched a themed Jumbo Bucks Collectibles game, introducing a new twist on the long-standing player favorite with the goal of generating excitement and encouraging players to collect the entire series. The challenge was to create something distinctive while maintaining the familiar look and feel players associate with Jumbo Bucks. BastionBUNTIN needed a creative hook that could build excitement around the Collectibles series, stand out in a crowded lottery landscape and connect directly back to the product.
The Strategy Created
BastionBUNTIN found the idea within the tickets themselves. Jumbo Bucks Collectibles feature portraits of famous historical figures, including Benjamin Franklin, inspiring the creative platform “Whole Lotta Bens.” The campaign’s hero film takes viewers back to Paris in 1778, where Franklin is growing increasingly frustrated at sitting for yet another portrait and wondering why anyone could possibly need so many images of him. Fast-forward to today, and his face is everywhere, from keychains and coffee mugs to fridge magnets, T-shirts and bobbleheads, before the final reveal: Franklin on a Jumbo Bucks Collectibles ticket. The idea was extended across TV, in-store and social, keeping the humor and product front and center while building excitement around the September launch and the collect-them-all nature of the series.
The Strength Achieved
“Whole Lotta Bens” gave one of TEL’s most recognizable instant games a new and memorable way to capture attention. By combining humor, nostalgia and a product truth, BastionBUNTIN created an ownable idea that brought the Jumbo Bucks Collectibles concept to life while maintaining the familiarity players associate with Jumbo Bucks. The integrated campaign gave both new and repeat players something different to notice, remember and talk about, while reinforcing the idea of collecting the whole series.
