The company is to introduce the overarching “Put Some Play In Your Day” strapline for all its scratchcard brands.
Richard Bateson, marketing director for Camelot, says future campaigns will aim to communicate that scratchcards are “spontaneous, playful and sparky”.
The first campaign to use the new positioning will break this Sunday (14 March) to promote the “£100,000 game”.
Television activity, created by AMV BBDO, will feature a managing director livening up a meeting by playing hip-hop music.
A simultaneous, television, press and point of sale campaign will also run to highlight Camelot’s claim that there are four scratchcard winners per second.
Camelot will launch a campaign for its Deal or No Deal Scratchcard game using the new positioning in May and is preparing activity for different games under the ’Put Some Play In Your Day’ theme to run throughout 2010 and 2011.