Challenge

The Montana Lottery’s new “Montana Millionaire” game brought a new idea to its lineup of games—a raffle. The game would sell a finite number of tickets, and one of those tickets would be worth one million dollars. Our campaign for the new game needed to accomplish two goals: interest players in the game and describe the game’s core concept. In addition, the campaign needed to feel like Montana to distinguish it from out-of-state lottery offerings. Our solution—executed in TV, radio, print, outdoor, and web—combined all of these goals by showing the effect that winning the game would have on a typical Montanan. The distinctly Montanan lifestyle suggests a distinctly Montanan response: the trappings of wealth doesn’t change who we are.

Banik Solution

• Three TV spots were created, showing the interactions of a born-and-bred Montana rancher and the newly-acquired English butler who assists him in his millionaire lifestyle.
• Radio, print, and outdoor ads complemented the TV campaign, sharing visual and audio elements, and explaining the game’s workings.
• Graphics for point-of-sale were also created, providing a link to the campaign and explaining the game in further detail.