A campaign for the New York Lottery’s Powerball game called “Yeah, that kind of rich” was lunched this week by the New York Lottery and DDB New York. The campaign features copy points like, “The starting jackpots are doubled, the possibilities are endless,” and it raises awareness about the recent changes made to the game, as well as the potential for higher winnings as a result of paying $2 rather than $1 for a ticket. Mega lottery

The “Yeah, that kind of rich” campaign has three television spots, “Music,” “Driveway,” and “Garage,” that portrayed the decadent possibilities for Powerball winners of the larger jackpot. An example is the one about a live on-command performance by Cindy Lauper in one’s living room, driving trough a comically long driveway, just to retrieve the morning newspaper, or a home garage chock-full of high-end vehicles. Powerball lottery

“The new campaign for New York Lottery’s Powerball pays homage to past Lottery campaigns that inspire fantasizing about winning it big,” said Matt Eastwood, Chief Creative Officer, DDB New York. “We wanted to capture the emotional appeal of feeling like over-the-top luxury is achievable for unsuspecting people, as well as portray humbled winners who stay true to who they are, even after capitalizing on their winnings.”

The “Yeah, that kind of rich” campaign also features, radio, print, online advertising, and TV pieces. There are now four radio spots plus “Music” and “Driveway” in rotation. “Garage” was launched during the NFC Playoff Game on January 22. As for the online advertising and mobile banners, they already appeared on highly trafficked websites such as Hulu, Pandora, Hopstop, ABCnews, and Yahoo! to name some, by January 23rd. Four OOH/print executions titled “Airplane,” “Tunnel,” “Aquarium,” and Helicopter” will run in local newspapers in the next weeks and various NYC OOH units will be launched, including phone kiosks, bus shelters, and commuter rail cards starting January 30th.

The New York Lottery

The New York Lottery is still North America’s largest and most profitable lottery in the country. It contributed with over $3 billion in fiscal year 2010-2011 to help support education in New York State. For New York, the Lottery’s aid represents over 15 percent of total state education funding to local school districts. In total, the lottery revenue is distributed to local school districts by the same statutory formula used to distribute other state aid to education and it takes into account both a school district’s size and its income level; larger, lower-income school districts receive proportionately larger shares of Lottery school funding.

Let’s see if the campaign, along with its ads plus the hopes and dreams of New York players can make the game a success. As even if for some the change in the prize maybe not a downside to it, the reality is that the American economy is going through a rough patch and $1 can be the difference for many people in buying a ticket or not buying a ticket, or just not buying tickets as often as before.