Our client, DC Lottery, was looking for an innovative way to showcase its biggest Scratcher yet. With the help of Antihero and Georgetown Post, Taoti delivered Scratcher Symphony, an ad that was sure to have the audience tapping its feet to the beat, and heading to the nearest retailer to play.
A $50 Launch That Hit Every Note
DC Lottery × Taoti Creative
2025 MUSE Awards – Platinum Winner
2025 Fleurs Award – Nominee
Campaign Results
- 60% – Scratcher sales lift during the media campaign
- 35% – Increase in non-$50 Scratcher sales (April)
- 2× – Digital ads click-through rate above benchmark
- 400% – Increase in media mentions vs. previous period
When DC Lottery introduced its first-ever $50 Scratcher—the most premium ticket in its retail history—it needed a campaign that matched the moment. Taoti was tapped to orchestrate a bold, omni-channel push that would generate excitement, drive retail traffic, and elevate the perception of DC Lottery’s brand across the District.
The concept began with the scratcher experience itself. Every scratch produces a signature sound: rhythmic, anticipatory, and uniquely tied to the moment a player reveals what’s underneath. That sound became the creative heartbeat of the campaign.
Taoti transformed this insight into “Scratcher Symphony,” a cinematic celebration of rhythm, anticipation, and energy. To bring the experience to life, the team took over a local café and reimagined it as an immersive activation built around sound, motion, and the sensory thrill of scratching.
The creative extended across every major channel, delivering a unified experience at scale:
- Digital & Social
- Connected TV (CTV) & Linear TV
- Out-of-Home (OOH) and On-the-Go OOH
- Street-level placements and high-frequency formats throughout the District
The campaign’s performance was clear and immediate. During the campaign flight, Scratcher sales rose over 60%, marking the strongest sales period of the year in the product category. Momentum extended beyond the flagship ticket. Non-$50 Scratcher sales rose 35% in April, demonstrating a halo effect across the broader product line.
Digital engagement exceeded expectations, with a 0.41% click-through rate—more than double the industry benchmark. Retailer visitation increased 32.8%, generating more than 143,000 in-person visits. Earned media also surged, with 400% more media mentions than the previous period.
The data tells a powerful story: when creative and strategy work in sync, the results speak for themselves. “Scratcher Symphony” elevated a milestone product launch into a market-moving moment—delivering premium impact for DC Lottery’s premium game.
