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Copywriter
"Gil Mitchell"
TV + Social + Digital + OOH
The Insight:
The Illinois Lottery needed a new engaging way to excite players during high jackpot levels.
The Plan:
We developed quirky Lottery News Anchor, Gil Mitchell, played by TV funny man Andy Richter, to deliver alerts to our consumers when jackpots are high. Our media buys pushed Gil on television, radio, digital, OOH, and were supported heavily at retail and through our field activations.
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