AMV wins £24m Camelot account
AMV charged with the task of reversing the National Lottery’s fortunes after winning five-way pitch
Camelot has appointed Abbott Mead Vickers.BBDO (AMV) to create a &£24m advertising campaign that will recapture the British public’s interest in the National Lottery.
The agency is understood to be in talks with US film star Whoopi Goldberg to play the role of “lady luck” for the National Lottery operator’s ads. Goldberg is famous for her starring roles in The Color Purple and Ghost. AMV’s use of personality-led advertising is well documented. It uses the chef Jamie Oliver as the face of Sainsbury’s and Gary Lineker to front ads for Walkers Crisps.
The agency won the business following a five-way pitch against BMP DDB, TBWA/London, Clemmow Hornby Inge and Delaney Lund Knox Warren. The review was handled by the AAR.
Camelot director of marketing and communications Phil Smith says: “AMV showed impressive strategic thinking and a very creative approach around the task of making Camelot a hugely successful brand.”
Smith says it is “premature” to talk about what approach the advertising will take and claims Goldberg is not a possibility. Smith adds that AMV will be tasked with helping Camelot fulfil its objective of returning to sales growth this year. Sales have now stabilised at about &£85m a week following a period of steep decline.
Camelot has already awarded AMV its &£4m launch campaign for EuroMillions, a European lottery that will launch later this year with a &£35m jackpot. The first work on EuroMillions is expected in March, with advertising for the wider National Lottery expected to break in the summer.
