Camelot, the operator of the National Lottery, has unveiled a new ad campaign which sees various people, including a woman on five different blind dates, use scratch-off panels to reveal everyday realities or surreal scenes that plays to the sense of anticipation of using scratch cards.
The campaign, ‘Scratch and See’, will feature five national TV ads, out-of-home (OOH) and digital, as well as an exclusive media partnership with Bauer Media which kicked off today (29 October). The first 30-second spot aired during The X Factor.
The campaign will also use scratch-off panels, like those used on National Lottery Scratchcards, across the creative in order to construct a sense of mystery as to what’s underneath.
On TV, the blind date-themed ads have been voiced by Jennie Bond and features a woman, Harriet, on a series of five different dates. All of her could-be suitors are covered by the panel, which she then scratches away to reveal potential partners – all of whom have their own interests and quirks.
The digital assets feature an astronaut in space, scratching off the panel to uncover a variety of different items – from the everyday (like a globe) to the more surreal (like a hot dog and panda balloon).
The three OOH executions see the astronaut, as well as a boxer and an acrobat, all in the process of scratching off the panel – leaving what might be underneath to the imagination.
The ‘Scratch and See’ campaign will also see Camelot partner with Bauer Media on bespoke content fronted by Made in Chelsea star, Jamie Laing. This will include a scratch-off panel in Heat magazine on the ‘Torso of the Week’ page, which readers can remove to reveal a competition. Tailored content has also been produced for Closer and The Debrief.
"There is a sense of anticipation when you play a National Lottery Scratchcard that we’re trying to replicate with this campaign," said Hayley Stringfellow, head of brand marketing for The National Lottery.
"We’ve created a range of different executions that are all variations on a theme, so even if someone has already seen a couple of the ads, they might still be surprised by a new ending that they’ve not seen before. We’ve also included a few slightly bizarre reveals, to potentially make people do a double-take and to keep them guessing what might be uncovered next time.”
The TV ads were created for Camelot by AMV BBDO, with media planning and buying done by Vizeum. All OOH executions were created by Camelot’s in-house creative services team and digital content was created by Iris. The campaign will run until mid-December.