Meet “New Hampshire Nick” – he’s the kind of guy you can’t miss, decked out in a sleek red leather jacket, with a burly white beard and some serious swagger. He opts for a Harley instead of a sleigh and cruises the main streets and backroads of the Granite State.

He’s also the heart of the New Hampshire Lottery’s sales record-breaking integrated holiday campaign, delivering holiday scratch tickets to all the good boys and girls (18 years of age and older) wherever he goes … and delivering a major impact on sales for the lottery.

Unsurprisingly – at least for anyone who dabbles in scratchers or buys them for every annual Yankee Swap – the holiday season is historically one of the biggest sales periods for lotteries, and that’s no exception for the New Hampshire Lottery – the first government-run lottery in the U.S.

The team couldn’t have anticipated that the December 2022 debut of New Hampshire Nick would contribute to multiple sales records – including two of the highest weekly scratch ticket sales ($8,055,592 and $8,135,487) in the Lottery’s 59-year history.

Starting December 4, the NH Lottery and agency of record GYK Antler will be bringing New Hampshire Nick back for his second year of spreading joy and lucky lottery tickets, with a spot called “Pit Stop” and a new iteration of the advertising campaign that will run on TV, social media and radio.

ick is the perfect vehicle for promoting product, as he delivers lottery tickets to everyone on his Nice List. Highly relatable and likable to our broad 18+ Granite State audience, Nick is the kind of character who can come back, and deliver year after year – not your classic storybook “jolly” ole St. Nick, he’s more of a cool, modern-day Nick, who embodies the “Live Free or Die” vibes of New Hampshire.

GYK Antler – Andrew Harris, Creative Director

Each holiday season people scramble for gifts. “What will I get Uncle Bob?” or “Cousin Jill never likes our gifts, we’ll never find something she likes.” To help make things easy for our friends in the Granite State, we brought back our highly successful holiday campaign, New Hampshire Nick, to highlight the ease the New Hampshire Lottery brings to the gift-giving season.

 

 

Nick is the perfect vehicle for promoting product, as he delivers lottery tickets to everyone on his Nice List. Highly relatable and likable to our broad 18+ Granite State audience, Nick is the kind of character who can come back, and deliver year after year – not your classic storybook “jolly” ole St. Nick, he’s more of a cool, modern-day Nick, who embodies the “Live Free or Die” vibes of New Hampshire.

GYK Antler – Andrew Harris, Creative Director

Each holiday season people scramble for gifts. “What will I get Uncle Bob?” or “Cousin Jill never likes our gifts, we’ll never find something she likes.” To help make things easy for our friends in the Granite State, we brought back our highly successful holiday campaign, New Hampshire Nick, to highlight the ease the New Hampshire Lottery brings to the gift-giving season.

CREDITS

Client: New Hampshire Lottery
Maura McCann, Director of Marketing

Agency: GYK Antler
Andrew Harris, Creative Director
J.R. Roach, Associate Creative Director
Isabelle Ciano, Art Director
Jeff Newman, Group Account Director
Taylor Bengtson, Senior Account Manager
Barbara McCaffrey, Senior Project Manager

Production: Big Brick Productions
Matt Doyle, Director
Tyler York, Director of Production
Josh Drake, Senior Editor
Tori DeYeso, Editor, Motion Designer
Aaron Frutman, Director of Photography
Lisa Neville, Producer
Faye Cogen, Assistant Director
Tasha Kittredge, Production Manager
Camera Department
Jeff Olive, 1st AC
Fuji Panjali, 2nd AC
Electric & Grip Department
Jesse Goldberg, Gaffer
Mike Peterson, BB Electric
Dave Taylor, Electric / Truck
Dave Romano, Key Grip
Rob Kelly, Dolly Grip
Brian O’Connor, Grip
Art Department
Tara Pavoni, Art Director
Dan Brisson, Carpenter
Kenji Messenger, Set Dresser
Snow
Adam Bellao, Snow Lead
Ryan Hull, Snow Tech
Preston Treadwell, Snow Tech
Make up/Wardrobe
Anna Belmonte, SFX Make up
Maili Lafayette, Wardrobe
Maddie Chamberland, Hair/MU
Sound / VFX
Ben Nimkin, Audio Engineer
Production Support
Alex Neville, Production Assistant
Elliot Kenney, Production As
Tommy Betz, Moho Driver
Aaron Smith, Motor Cyclist
Jane Eiesensmith, Craft Service

https://roastbrief.us/new-hampshire-lotterys-record-breaking-sales-santa-is-back/