CHALLENGE: promote residents of Washington, DC to purchase DC Lottery instant games as gifts for friends and family during a busy holiday season. Reinforce that this item is a low-cost yet potentially high-yield gift. At most convenience stores, people are in a hurry, fumbling with money, or standing behind others in line. So we only have seconds to reach people when they finally step up to the register and see our counter card.
SOLUTION: create a friendly, yet irreverent card that grabs attention in the check-out line. At a glance, our Point of Purchase card grabs people and catches them off guard with humor. After all, making people smile or laugh is the best way to make them relax and it encourages an impulse purchase. True to the nature of Lottery instant games, our POP card creates entertainment for the customer and makes their day feel a little less hectic.