Camelot seeks to create more reciprocal shopper marketing

The National Lottery operator is currently working with Oystercatchers to select a shopper marketing activation agency with a strategic brief to help make Camelot’s relationships with consumers a more two-way affair – as opposed to its current state, which is a bit more “anonymous”, according to its marketing director Sally Cowdry. 

Meanwhile, Camelot is also working with Dialogue to help aid its marketing efforts at point of sale, including the launch of a ‘Lotto Store Draws’ programme to be held this week.

Camelot will send promotional packs out to 37,000 retail outlets in the scheme that gives retailers the ability to win £20,000, in the hope this will encourage them to become more proactive in articulating the benefits of the new Lotto format to their customers. 

The National Lottery operator wants to better articulate the upcoming changes to the Lotto proposition, including the new ways to win cash prizes, plus a 100 per cent price hike. 

Cowdry describes Camelot’s current advertising campaign, which launched last week, as some of the most important marketing activity in its 18 year history (see video below). 

She also explained how communicating with fans via social media, an activity which kicked off ahead of its TV ad slots formed a crucial part of the ‘new dawn’ campaign. 

This includes a Facebook app that encourages Lotto players to form online syndicates with their Facebook friends, as well as other ‘gamified’ tactics, including encouraging the public to upload their own versions of the campaign’s theme song on YouTube. 

Camelot’s ‘new dawn’ has heralded the first price rise of Camelot’s Saturday draw prize (from £1 to £2 per ticket) with the Richard Desmond-backed Health Lottery, whose tickets still only cost £1, already launching a multi-media blitz to net disgruntled gamers unhappy with Camelot’s price rise.