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Checkland Kindley Camelot

Camelot's new lottery playstations created by Checkland Kindleysides


By The Drum Team, Editorial

July 14, 2009 | 3 min read

Following a three-way-pitch, Checkland Kindleysides has been appointed by Camelot to a project which saw it design its new-look in-store playstation for The National Lottery.

The Leicester based agency was briefed to design the lottery’s new playstation which would fit with Camelot’s plans to offer lottery plays and retailers a better service while also enyhancing the brand proposition and help it deliver a growth in sales.

The concept for the playstation meant having to meet a range of exacting brand, business and production requirements set by Camelot.

The new playstation design aims to create a fresh new look for The National Lottery in-store, while capitalising on the strengths of its crossed fingers logo and blue colour that are associated with the brand.

The inspiration for the new design is a reflection of everyone’s dream to win the lottery. Physically, this manifests itself in dreamlike bubbles which are melded together to create the tessellated structure of the new playstation.

In practical terms, the new design, with its simple navigation, makes it even simpler for players to understand and play The National Lottery’s wide range of games - and easier for retailers to merchandise.

Each bubble provides a clearly-defined opportunity to promote both individual games and the brand. While the brand bubble at the top of the unit clearly signposts The National Lottery in-store, the others can be used to highlight key messages about new games, big Rollovers and mega jackpots.

In addition, each bubble maximises the opportunity to communicate with consumers, gain the attention of existing players and change perceptions to win new customers. The flexibility and modular nature of the bubble concept also allows it match the future development of The National Lottery’s games portfolio and make adaptations for local requirements.

The new design has two play pads, allowing the playstation to be sited against a wall or mid-floor, and positioned at different heights to enable disabled, as well as able-bodied, access. The pads are also fitted with a ‘how to play’ spinner, providing simple instructions for each game and encouraging consumers to play new games.

The new-look playstation also features a drum which holds more playslips for The National Lottery’s draw-based games.

With its colour-coded strips clearly signposting each game, a single slot is allocated to each game while Lotto and EuroMillions have two dispensing slots allowing for greater demand.

Despite all of these enhancements, the new unit covers the same 500mm x 560mm footprint in-store as the previous model but stands taller at 2.09m. Combined with its more three-dimensional design, the playstation has 360 degree-visibility in-store.

Checkland Kindley Camelot

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