New York Lottery (Body Copy)

by Feryn Juliesta (0336407)

(Source: Pinterest)

Opinion

This is one of the "Yeah, That Kind of Rich" campaigns for the New York Lottery. Each of them has a different headline but the same body copy, which simply, is their campaign name as it suited wonderfully with each headline. A typeface made out of wads of money was created exclusively for these campaigns. I figured they used bundles of money to stress an idea there. I would say that this particular headline of this advertisement is intriguing, and just as the other headline, got people to wonder and think, "what? how?". And that's when the viewer's eyes will seek more information from the body copy, that directly goes back to their business campaign, "Yeah, that kind of rich." Then followed with "New York Lottery's Powerball", as to how. It's really to the point and this kind of short body copy will increase the chance of people to actually read them.

Copy Strategy

The headline of this advertisement generates curiosity for those who saw this ad. Especially with the quirky typography that is visually fascinating. The body copy, however, carries a tone of provocation (of wealth), persuasion, and proof, as to how New York Lotteries guarantee their consumers with great fortune, whilst maintaining the sentence to sound lightweight, that is to prove the point. It could sound humorous as well and using humor is a great way to build a brand and have messages retained and shared on social media.

Reimagined Copy

Headline: a private jet for each city

Body copy: that's how rich

Reference

Digital Synopsis. (2017). 20+ Brilliant Ads That Grab Your Attention with Clever Headlines and Copy. [online] Available at: https://digitalsynopsis.com/advertising/creative-copywriting-headlines-inspiring-ads/