Camelot, the operator of The National Lottery, is set to unveil a £15m campaign with AMV BBDO to promote a ‘new dawn for Lotto’.
The new multi-platform campaign is set to break on billboards and will teaser TV ads this week, with a 60-second ad airing in a prime slot during The X Factor on Saturday 28 September.
Camelot’s in-house creative services team created all in-store, press, outdoor and digital executions, while media planning and digital buying was done by Havas, media buying (offline) by OMD, and out of home planning and buying by Talon.
Sally Cowdry, Camelot’s consumer and marketing director, said: “The launch of new Lotto is the culmination of an incredible amount of work across the company over more than two years. And the new campaign we’ve unveiled today is also epic in its scale and ambition – this is the biggest thing we’ve done since The National Lottery launched in 1994 and is a truly innovative, exciting and ground-breaking campaign for us.
“We want to reach every corner of the nation, every Lotto player across the UK – and even the small number of adults out there who’ve never played. We want everyone to sing our song and understand the great prizes new Lotto has to offer.”
The TV ads begin with a sun rising over an urban landscape to initiate the ‘new dawn’ and the song is then performed by a total of over 300 people, with the theme also carried through the outdoor, digital and print executions.
Designed to be digitally interactive, the campaign is set to include a YouTube sing-along competition where people can upload videos of themselves signing the new Lotto song, either by using the ad’s lyrics or by making up their own.