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Challenge: Making the lottery relevant to consumers when their purchasing decisions rely on jackpot thresholds.
Insights: In an industry dominated by interstate lotteries (e.g. Powerball), and growing jackpots, the Kentucky Lottery found the opportunity to re-position itself as "daily fun" for the average player/consumer, focusing the message around the number of people winning rather than jackpot fantasies.
Results: Initial reports have seen increased sales among all product lines.
