Agency David&Goliath partnered with Scientific Games (MDI) for a national Lottery assignment to launch the new Monopoly Millionaires’ Club Game. This new game changes the structure of lottery prizes by awarding multiple millionaires per draw after the initial jackpot is won.
The campaign effort behind the game launched with a :30 titled “Hot Air Balloon.” Driven by Jimmy Durante’s famous soundtrack “Make Someone Happy,” the spot shows people getting happy as soon as they don a Monopoly-style top hat, a symbol used to symbolize membership in the Monopoly Millionaires’ Club–a Club where one becomes two, two becomes five, and five becomes fifty. With this new game, more and more people are becoming millionaires. Turns out top hats are appearing all over, having been dropped from a hot-air balloon and picked up by the lucky winners.
Kim Geldenhuys directed via Bob Industries. Method Studios was the VFX house.
David&Goliath began working with Scientific Games as a result of its work as ad agency for the California Lottery since 2010.
This is the first time that all Lottery jurisdictions have opted to run one, national campaign as opposed to their own local marketing efforts for a specific game. The estimated spend for this campaign is over $36 million for this October launch, and more than $50 million by Q1 of 2015.
