10/08/2026
Need people to pay attention? Make them laugh.
Nebraska Lottery's Pony Payout Promotion gave people a reason to enter: A 2026 sports car. Our job was to give them a reason to listen.
We built a radio campaign around cowboys, horses and the possibility of trading a saddle for a steering wheel. Cowboy humor carried the message while keeping the prize at the center of the creative.
That campaign earned Smith Kroeger and Nebraska Lottery a Batchy for Best Radio Advertising — Coordinated Campaign. Presented by the North American Association of State and Provincial Lotteries, the Batchys are the Oscars of lottery marketing.
Memorable creative starts with a clear strategy. Thanks to Nebraska Lottery for trusting us with both.