It’s been 100 years since the legendary Roaring 20s and the DC Lottery is celebrating. They’re kicking off the year in a big way with the new Roaring Cash Scratcher. With over $3.9 million in cash prizes and three top prizes of $250,000, lots of people will have a happy new year.
“The ticket itself is eye-catching. It’s gold and black with art deco lines reminiscent of the design that was prevalent during the Roaring 20s,” said Nicole Jordan, Director of Marketing and Communications for the DC Lottery. “In our advertising, we wanted to give a nod to the past, but put a contemporary spin on it for the twenty-twenties.”
Created by MDB Communications, the DC Lottery’s Agency of Record, the integrated campaign includes digital and social media, out-of-home and radio. Leading the media push is a TV advertisement that brings a modern twist to the Roaring 20’s and offers the viewer a visual tour de force. DC Lottery Roaring Cash TV
Inspired by the gold and black color palette, art deco designs and iconography of the Roaring Cash Scratcher, the viewer is led through a series of doors with the idea that the ticket “opens doors” to the thrills and excitement of winning.
Our journey begins as we travel through two golden double hotel doors emblazoned with the words “Roaring Cash” in art deco design. From there, it’s a high-octane ride as we move from one fantastic place to another, finally revealing the ultimate celebration around the Roaring Cash ticket.
This all happens to a dynamic music track and a voice that entices the viewer to play Roaring Cash and make a splash in 2020. “Step on out. Have some fun! Play the game. Be the one!”
“It’s a very exciting campaign,” said Nicole Jordan. “We think this ticket is going to have great appeal and be lots of fun for our players.”
MDB Communications, Inc., a Capitol Communicator sponsor, is a full-service media-neutral advertising agency powered by experienced leaders, innovators and problem solvers. Founded in 1981, MDB is focused primarily on consumer branding, through Omni channel media and developing advanced SEM programs and contextual targeting initiatives for companies, associations and non-profits. The firm has won more than 231 awards for client work and is headquartered in Washington, DC, with affiliate firms in Asia/Pacific and Europe.
About the DC Lottery
Since its inception in 1982, the DC Lottery has awarded more than $3 billion in prizes, transferred more than $2 billion to the District’s General Fund which supports essential services in the District, and has helped local nonprofits raise more than $131 million in support of social causes.