National Lottery operator Camelot is preparing to drop the “Hand of Good Fortune” from its advertising and is seeking a new device to promote the online game.
The hand with the pointing “finger of fate”, devised by agency Saatchi & Saatchi, was first used in the launch advertising for the Lottery in November 1994.
But a Lottery insider says: “The campaign has run for more than three years and Camelot is definitely looking for the next phase of advertising for the online game.”
A spokeswoman for Camelot adds: “The tone of the advertising has changed and the finger of fortune isn’t so central any more.” But she says there are “no current plans” to drop the hand of good fortune. It will appear in the next ad for a rollover.
She also says there are no plans to seek a new agency to replace Saatchi, whose contract expires in July. But Camelot commercial director Dianne Thompson has talked to other agencies about the account. A new marketing director, Ian Milligan, joined in February from Kellogg (MW January 29).
It is thought both marketers have spoken to agencies about developing new themes for the online campaign. Camelot plans to run daily draws for the game next year (MW November 27 1997).