Magazine article Marketing

ADWATCH: Lottery Enters Christmas Spirit to Back Millionaire Game

Magazine article Marketing

ADWATCH: Lottery Enters Christmas Spirit to Back Millionaire Game

Article excerpt

Camelot revised two carols to explain the benefits of its Millionaire Maker lottery draw, writes Samuel Solley.

The National Lottery bought into the festive spirit with a pre-Christmas campaign for its Millionaire Maker game. The work appears at number six in this week's Adwatch table, with a recall of 66%. The draw promised to create more millionaires in one night than on any other in 2003, with tickets priced pounds 5 each.

The four executions from WCRS featured a choir singing the praises of the Christmas Eve draw to the tunes of Good King Wenceslas and The Twelve Days of Christmas. The campaign emphasised that the draw offered the best chance of winning pounds 1m in the National Lottery.

Fergus Adam, account director at WCRS, says: 'The execution style is different to the weekly draw advertising, which focuses on good causes. It is positioned clearly as a one-off yearly draw. Importantly, all the choirs appearing in the ads were lottery-funded, as was the venue in which they appeared - the refurbished Grand Theatre in Blackpool.'

The pounds 1.8m campaign ran from November 10 until Christmas Eve, with a first phase making people aware of the draw and a second reminding them not to miss out. …

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