Camelot is launching a new National Lottery Scratchcards campaign across TV, press and retail, and the first ad will hit TV screens on Sunday (March 14) and will run until April 17.
The campaign will run across 2010 and 2011 with the new creative – ‘Put Some Play In Your Day – as the common thread.
The first National Lottery Scratchcard to be promoted through the new campaign will be the ‘£100,000 game,’ which will establish the new creative initially via a 30-second execution, then a 20-second cut down.
A separate 10-second linked TV execution will sit within the same ad break but communicates a message around the frequency and number of winners on National Lottery Scratchcards.
Richard Bateson, marketing director for Camelot, said: “We have created a new brand personality for marketing National Lottery Scratchcards and online Instant Win Games, which has a ‘moment of fun’ at its heart and is spontaneous, playful and sparky.
“This idea formed the thinking behind a new creative look and feel for our Scratchcard campaigns and the strap line of ‘Put Some Play In Your Day’ really establishes the playfulness of our products.
“In addition we wanted to bring to life the fact that there are four winners every second on National Lottery Scratchcards – an incredibly positive statistic and one that we believe will resonate strongly with the British public.”
The first 30-second ad to be screened opens on a modern meeting room in a typical office environment, where a managing director is giving a rather dull presentation to a group of colleagues, who look less than enthusiastic about what they’re hearing.
Realising his colleagues are not altogether enthused with the meeting, he pauses and announces drily, ‘let’s pump this party’.
On this cue, the classic hip hop track “Let me clear my throat” by DJ Kool begins to play and everyone leaps out of their chairs. They begin to dance to the music – mixing some old school dance moves with their own styles, enjoying their unexpected moment of fun.
Then, as quickly as it started, the music stops, and they scramble to their seats.
The MD continues his presentation calmly, with a hint of a smile, to his now much more attentive and energized colleagues. The line ‘Put Some PLAY in Your Day’ appears on screen and transforms into the £100,000 Scratchcard.
This creative will be shown as a 30-second ad in isolation from 14 to 20 March, and from 21 March, will be cut down to a 20-second ad with a short 10-second ad about Scratchards winners shown at the end of thecorresponding ad break.
The TV campaign will be supported with press ads and retail point of sale materials, which will both focus on the ‘four winners a second’ message alongside the £100,000 Scratchcard.
The next game to be promoted through the campaign will be a new Deal or No Deal Scratchcard – with ads appearing from 1 May. A series of new adverts promoting different Scratchcard games under the ‘Put Some Play In Your Day’ theme will continue to run throughout 2010 and 2011.
Source: Camelot
