Camelot has unveiled an out of home campaign which looks to celebrate the number of National Lottery Scratchcards winners in real-time across rail stations and the London Underground.
The destination-specific campaign was planned and bought by OMD, Havas and Talon, with production, technology and delivery by Grand Visual, and will show the number of National Lottery Scratchard winners in a given timeframe by syndicating information from National Rail and Transport for London, to provide tailored messaging based on the next departing train.
Commuters arriving at Liverpool Street around 9am for the train to Norwich may be targeted with the message "Winners before the 09:05 to Norwich leaves? 1,562.”
Max Lucas, media strategy manager at Camelot, said: “Clever use of digital out of home technology has really brought this campaign to life. We have been able to use our data in a unique way, serving up dynamic, targeted, locally-relevant messages that let people know there are more National Lottery Scratchcard winners than ever.”
Jeremy Taylor, account director at Grand Visual, added: “The key feature of this campaign is the delivery of contextual information that people can relate to. It is a great example of intelligent use of the medium – providing a dynamic, national Outdoor campaign that is highly targeted and locally relevant.”
The OOH activity is part of a broader drive, including TV and press.