UK National Lottery operator Camelot has launched the lottery’s largest-ever brand campaign – a summer-long, fully integrated multi-channel push to remind players that they’re supporting Team GB and ParalympicsGB athletes in Tokyo every time they play a National Lottery game.
Adverts for the campaign will run across TV, Radio, Digital and high-impact OOH, as well as on all owned National Lottery channels and in 44,000 National Lottery retailers across the UK. The TV ad was created by adam&eveDDB, with media planning and buying done by Dentsu.
The campaign first aired on July 7, premiering in a 30-second spot during England v Denmark, and will be featured in further primetime ad slots throughout the week, including during the Euro 2020 Final, Coronation Street and Love Island.
Keith Moor, Camelot’s Chief Marketing Officer, commented: “Through the scale and reach of this campaign – The National Lottery’s largest-ever – we want players left in no doubt of the role that they play in supporting our Olympic and Paralympic athletes.
“Our blockbuster TV ad – starring an incredible group of our Team GB and ParalympicsGB heroes – will be followed by high-impact out-of-home, an unmissable retail presence and thumb-stopping stories on digital.
“Then, as the Games get underway and the medal count begins, we’ll plant ourselves at the heart of Team GB and ParalympicsGB triumphs to remind the nation that our athletes’ success is built on play.”
The ad features sprinter Jonnie Peacock MBE, wheelchair tennis player Jordanne Whiley MBE, taekwondo athlete Lutalo Muhammad, discus thrower Dan Greaves, paracanoeist Emma Wiggs MBE and race walker Tom Bosworth.
It also sees members of the public provide their support to the athletes by making cups of tea, attempting to put them through their paces, and gathering up household items for them to practice with.
Before the conclusion of the ad, Dermot O’Leary says on the voiceover: “There is an easier way to support our athletes. Just play The National Lottery. When you play a little, you help our athletes a lot.”
Moor added: “Over the course of this momentous summer of sport, National Lottery players should feel incredibly proud of their contribution, so we’ll be connecting purpose with play at every possible opportunity. We truly can’t wait to collectively celebrate all of the winning moments.”
Alongside the core campaign, advertising for the lottery’s games will feature Team GB and ParalympicsGB logos, and the Lotto ‘It Could Be You’ TV ads will be updated with a Tokyo twist.
Players will also have more chances to win with a special edition Gold Scratchcard and special event Lotto and EuroMillions draws. As the Games begin, advertising will shift to celebrate gold medals as they happen.