Jumbo Cash – Larger-Than-Life Scratch-Off Ticket Family

Overview: 

In 2025, the West Virginia Lottery launched a brand-new family of scratch-off tickets—Jumbo Cash—partnering with The Manahan Group (TMG) to craft a campaign as bold and oversized as the tickets themselves. With the tickets distinctive art-sketch look and playful hand-drawn style with giant animal characters, Jumbo Cash was designed to stand out on retail shelves and capture the attention of a diverse audience. The challenge? Turn that visual energy into a memorable, multi-platform marketing experience that would engage players across West Virginia.

Creative Direction:

The unique look of the this ticket family, which featured jumbo animals like a whale, gorilla, elephant, octopus, and rhinoceros, were what the campaign’s entire creative strategy was based around. Each ticket had a fun, art-sketch aesthetic that felt hand-crafted and energetic. TMG leaned into this visual identity to build a campaign that felt imaginative, adventurous, and larger than life.

At the center of the creative was a dynamic, fully animated TV spot. We introduced a character who took viewers on a journey through these wild, whimsical landscapes—diving deep with the octopus, charging through the grasslands with the elephant, and so on. This animation brought the spirit of Jumbo Cash to life and gave the campaign a whimsical narrative.

Campaign Elements:

To fully support the release of this larger than life scratch-off ticket family, TMG executed a fully integrated campaign across both traditional and digital platforms. Every element was designed to echo the look and tone of the scratch-off tickets, ensuring a consistent, brand-aligned experience across touchpoints.

Campaign Components Included:

• Fully animated TV commercial
• Radio ads
• Digital billboards and ads
• Point-of-Sale retail signage

TMG made sure every piece of the campaign echoed the fun, adventurous tone of Jumbo Cash, reinforcing brand recall whether players saw the messaging in-store, online, or on screen.

Results:

The campaign delivered major results across the state, driving both awareness and player engagement. With nearly 5 million impressions across TV and digital channels, the Jumbo Cash campaign made a ‘jumbo splash’ around the state and huge excitement during the ticket’s launch window.

Key Media Stats:

• Television
  • 139 spots
  • 4.9 Million Impressions
  • 4% Reach, 4.5x Frequency
• Programmatic Digital
  • IAM Managed directly

Conclusion:

With its bold creative, vibrant animation, and adventurous tone, the Jumbo Cash campaign brought a refreshing sense of fun and imagination to the West Virginia Lottery. By seamlessly connecting the ticket’s design to every aspect of the campaign, The Manahan Group created a unified, high-impact experience that elevated the scratch-offs’ launch—and left a jumbo-sized impression across the state. Do you have a fun and unique vision that you would like to see? We can help you bring it life.

Please visit wvlottery.com to view all their new and current scratch-off tickets.