Camelot, the incumbent operator of the UK National Lottery, has initiated a new advertising campaign emphasising the positive impacts the group’s Good Causes funding has on different aspects of British society.
Voiced by veteran TV personality Dermot O’Leary, the campaign first aired on 1 May with a 60-second spot during a broadcast of ITV’s Game of Talents, and will run across TV, Radio, Digital and OOH, with several primetime television slots scheduled.
Social media will also play a central role in the marketing campaign, providing an insight into National Lottery Good Causes funding by outlining stories of individual projects.
The TV ad – produced by adam&eveDDB with media planning and buying conducted by Vizeum – features a National Lottery player who places his numbers before embarking a journey where he encounters various first-hand National Lottery Good Cause projects.
“With our latest National Lottery ad campaign, we are demonstrating the enormous power that players wield simply by buying a ticket,” said Keith Moor, Camelot’s Chief Marketing Officer.
“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 new marketing initiative highlights several National Lottery Good Cause projects, demonstrating the connection between players purchasing tickets and the £30 million per week towards charitable causes.
National Lottery players will be given the opportunity to experience first-hand the various projects funded by the Good Causes initiative, including the National Lottery Open Week and Cinema Weekend, where lotto bettors can win a pair of free cinema tickets, or free cinema tickets and special offers and free entry to hundreds of lottery-funded UK attractions.
Moor added: “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.”
The campaign has been initiated as Camelot enters a tendering contest to retain its ownership of the National Lottery, with Allwyn – the UK brand of Czech gambling conglomerate SAZKA Group – the firm’s main rival in the bidding process.