UK National Lottery operator Camelot has launched a new national advertising campaign that showcases the impact National Lottery Good Causes funding has on UK society and the positives derived from ticket sales.
Running across TV, Radio, Digital and OOH, the campaign first aired on May 1 with a 60-second spot during Game of Talents on ITV, and with further primetime ad slots throughout the week. The TV ad was created by adam&eveDDB, with media planning and buying done by Vizeum.
The new initiative highlights many National Lottery Good Causes projects and demonstrates the connection between players buying a ticket and the £30m a week that goes to good causes.
Voiced by Dermot O’Leary, the TV advert sees a National Lottery player place his Lotto numbers before heading off on a journey where he experiences first-hand various fun National Lottery Good Cause projects.
Keith Moor, Camelot’s Chief Marketing Officer, commented: “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 £30m 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.”
Lottery players will have the chance to experience first-hand the projects funded by the National Lottery over the summer, which include National Lottery Open Week and Cinema Weekend, where players can receive a pair of free cinema tickets and special offers or free entry to hundreds of lottery-funded UK attractions.
The campaign will also incorporate the use of social media, which will provide an insight into National Lottery Good Causes funding by highlighting stories of individual projects.