After 35 years, The Lottery wasn’t having much luck. It had become lost in the cluttered world of convenience stores and gas stations. The piecemeal approach to merchandising was failing; and consistency was lacking from store to store. Integer was called in to refresh the brand and develop a merchandising strategy.
We refreshed the brand, but held onto much of what people loved about the Lottery. We brightened the palette, updated the typefaces, and added movement to the whole mark. Now, shoppers would notice the brand in store.
We created a unified location for all in-store materials: a permanent spot at the counter to stand out from the bubblegum and beer. By creating a destination for players, we elevated the Lottery from a cheap gas station game to a well-defined brand.
We saw results almost immediately. After the initial rollout, ticket sales increased as much as 23% in participating stores. The updated, easier to install merchandising kits saw huge gains in compliance in new c-stores, with a record-setting 70% conversion rate among new stores. By consolidating messaging and disrupting the grab-and-go shopping pattern of c-store customers, the Illinois Lottery found the way to win at retail.
