Camelot, the UK National Lottery’s incumbent operator, has launched a new promotional campaign emphasising the positive effects of the group’s Good Causes support on various facets of British society.
The campaign will first be broadcast on 1 May with 60 seconds spot during ITV Game of Talents and will be broadcast over TV, radio, digital and OOH, with several high-end television slots scheduled. Talks are being presented by veteran TV personality Dermot O’Leary.
Social media will also play a central part in the marketing effort to provide insight into the funding of national lottery projects by describing stories of each project.
Transforming the UK
Keith Moor, Camelot’s Chief Marketing Officer, said: “With our latest National Lottery ad campaign, we are demonstrating the enormous power that players wield simply by buying a ticket. Together, in their millions, they are transforming the UK for the better – helping to raise around £30 million every week for National Lottery Good Causes projects across the UK.
“The fact that this particular player in the advert is seeing first-hand these projects and he himself transforms along the way, symbolises that when people play The National Lottery a little, fun stuff happens – and the transformational effect of this funding.
“But the wider campaign goes further than that. It marks the start of our ‘summer of fun’, which taps into the mood of the nation as lockdown restrictions continue to ease, by celebrating all the fun stuff that players support.”
Programmes sponsored by the lottery
Over the summer, National Lottery players will have the opportunity to see firsthand the amazing programmes sponsored by the lottery, in order to better appreciate the fun behind the numbers. Both include the National Lottery Open Week and Cinema Weekend, which will take place later this summer which will provide players with a pair of free movie tickets as well as exclusive deals or free admission to hundreds of National Lottery-funded attractions around the UK, such as National Trust properties.
The initiative will also make use of social media to provide a more in-depth look at National Lottery Good Causes support by showcasing individual project stories. This will help the general public grasp the magnitude of the £42 billion in National Lottery Good Causes support to date.
Vizeum handled media planning and buying for the TV commercial, which was made by adam&eveDDB.