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Background

We put a luxury spin on the expected imagery of the Florida Lottery's classic Gold Rush games to introduce the new GOLD RUSH DOUBLER family of Scratch-Offs. We’ve learned that the Florida Lottery players enjoy new opportunities to connect with the brand. We delighted them by adding novel sensory elements into the customer experience.

  • Client

    Florida Lottery

  • Years

    2023

  • Industry

    Government

  • Services

    Radio
    Television
    Out of Home
    Social Media
    Experiential

objective

new GOLD RUSH DOUBLER family of Scratch-Offs

The goal of this campaign was to introduce the new GOLD RUSH DOUBLER family of Scratch-Offs in a way that would drive player interest and engagement, generate ticket sales, and, as a result, maximize the amount of funds transferred to the Educational Enhancement Trust Fund. More specifically, the objective was to reach $150 million in ticket sales and $28 million in contributions to Florida education.

PRODUCT POSITIONING

sleek & elegant

Ticket art for the new GOLD RUSH DOUBLER family of games was designed to look sleek and elegant with a white background and gold inks. The games utilize a key number-match play style, and features a DOUBLER symbol that doubles the prize won and a DOUBLER BOX that allows the chance to instantly win DOUBLE ALL prize symbols shown on the ticket. The Bonus Play promotion is another appealing feature that drives purchases, adds play value and provides the opportunity to instantly win Cash Coupons by entering non-winning tickets for a limited time.

Gold Rush is a game our players know and love. With each iteration, exciting new aspects are included. The newest version offers multiple ways to double your winnings.

Execution

make it high-end

We turned to virtual production to convey the high-end nature of the game, and recreate the grand scale of a classic perfume commercial for the 30-second DOUBLER TV spot. From rugged, overly intense characters, to surreal environments and the hushed dialogue – the spot had all the elements from the classic fragrance advertising tropes.

There’s a new scent in town

To further lean into the dreamy campaign appeal and strategically reinforce the iconic brand and the high-end nature of the GOLD RUSH DOUBLER Scratch-Offs, we created an exclusive unisex fragrance. DOUBLER by GOLD RUSH. This is not your ordinary scratch and sniff. Contained within a stylish bottle reminiscent of the iconic scratch-offs, this is the smell of success.

The lucky giveaway winners were instructed to share photos of their fragrance on social media and “Apply The Fragrance Before Scratching” the Doubler Box. Each DOUBLER by GOLD RUSH bottle came with a VISA Gift Card giveaway prize, plus the winners were able to scratch off the Doubler Box for a chance to double their gift card winnings, similar to the legendary Scratch-Off! The initiative was supported by unmistakeable, stylish DOUBLER fragrance ads that surprised and delighted our players, while providing a strong visual connection to the campaign.

Press

in the news

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RESULTS

smell of success

The campaign has reached almost 35 million people and received national attention. The new Scratch-Offs became the top selling games in every price point just a week after launch. During this campaign, the Florida Lottery sold over 40 million tickets and raised almost $34 million for Florida education! DOUBLER has taken the Florida Lottery to a whole new level with a unique scent and a boost to the state's education.

  • 40,415,299

    tickets sold

  • $33,131,518

    contributed to Florida education

  • 625,860,023

    total campaign impressions

  • 30

    fragrance packages given away

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