National Lottery operator Camelot is readying itself for the first ever live countdown to a lottery draw on its TV ad launching tonight.
Viewers will be treated to an on-screen countdown to a ticket deadline for Lotto Millionaire Wednesday, which guarantees one £1m pay-out every Wednesday during the month of May.
The campaign, created by Vizeum, uses Livespot technology to let the advertiser run dynamically timed TV messages across multiple broadcasters.
This follows research showing that many players wait until a draw is close before purchasing their tickets, running the risk of missing the entry deadline.
Richard Morris, managing director, Vizeum said: “This campaign is built on a single, powerful data insight that shows that, while Lotto ticket sales increase as a draw nears, some people miss the opportunity by leaving it too late. By harnessing the power of this innovative technology, we’re now able to tap into the ‘power of now’ to make sure more and more people remember to play.”
Dan Douglas, founder of Livespot, said: “Very few brands know that they could enhance their broadcast TV campaigns by making them more relevant using dynamic advertising technology. Previously, real time TV campaigns were limited to live odds. Our intention is to make Livespot technology accessible to a wide range of brands who want to benefit from copy optimisation, second screen interaction, data driven creative or even programmatic media.”
The new campaign slots into the National Lottery’s ‘Play Makes it Possible’ push which aims to unify all lottery draws under a single umbrella.