AJ's Portfolio

DC Lottery

Monopoly 360 Campaign

Background

In October, the DC Lottery is launching Monopoly-themed Scratchers at $2, $5, and $10, with a goal of driving $4,080,000 in sales. This integrated campaign, spanning retail, TV, radio, OOH, and online, targets core players�men aged 38-60 with disposable income�and new players attracted by the Monopoly brand. The campaign�s tone will be fun, energetic, and modern, focusing on promoting the new tickets and encouraging immediate purchase while using iconic Monopoly elements and ensuring the tickets remain the visual focus.

Challenges

The challenge was to create a campaign that would generate a "big splash" for the October Scratchers launch, driving $4,080,000 in total sales. It needed to differentiate itself in a crowded market while appealing to the target audience's nostalgia for Monopoly and encouraging them to purchase the new tickets.

Date

September 16, 2025

Client

DC Lottery

Role

Art Director

Tools

inDesign, Illustrator, Photoshop

Audience

Core players (men aged 38-60 with disposable income) and new players attracted by the Monopoly brand.

The Execution

Developed three creative concepts from scratch, using Monopoly brand guidelines to craft a visually striking and cohesive campaign. The concepts leveraged bold, eye-catching visuals and concise messaging across multiple platforms, showcasing the variety and excitement of the new Scratchers. By highlighting the Monopoly theme's familiarity and offering tickets at multiple price points, the campaign aimed to engage both existing players and attract new ones.

The Solution

The Monopoly-themed Scratchers campaign generated significant buzz, contributing to strong player engagement across retail, TV, radio, OOH, and digital platforms. The campaign helped drive sales toward the $4 million goal, effectively reaching both core and new players with its nostalgic and energetic messaging.