A TV ad, featuring a special ‘Celebrating 20 Years’ gold ribbon logo, will be the main part of the campaign when it launches this weekend (14 November). The 20-second ads focus on past winners, offering a glimpse into the life of a lottery millionaire, Camelot claims.
The AMV BBDO-created ads further Camelot’s efforts to put playing the lottery and the money it raises for good causes side-by-side. It kicked off the plan last year with the introduction of the ‘Game Changing. Life Changing’ strapline but only started promoting both in a campaign this summer.
Outdoor, digital, in-store, press and social expand on the theme with the organisation looking to showcase the breadth of projects the National Lottery’s has funded since 1994, including Paralympic athletes and Second World War veterans.
Other ads will attempt to drum up interest in the run up to two big draws at the end of the month alongside a promotion for a special edition scratchcard.
Additionally, a competition will run across the National Lottery’s Facebook and Twitter pages, offering winners the chance to experience a millionaire’s lifestyle through activities such as a holiday on a yacht and a trip to Florida.
Sally Cowdry, Camelot’s marketing and consumer director, says: “Celebrating 20 years of The National Lottery has presented us with an incredible opportunity for a multi-faceted, multi-media campaign, with stand-out, bespoke activity across different channels. This is all linked together with one simple, powerful message – The National Lottery has had a life-changing impact on our nation.”
Camelot will be hoping the campaign helps 2014 match the success of last year. Sales climbed 5.6% in the year to 31 March to £130m, boosted by the price of a lottery ticket doubling to £2 and its revamped marketing strategy.