Magazine article Marketing

Camelot Pulls in More Players with Thunderball TV Ads

Magazine article Marketing

Camelot Pulls in More Players with Thunderball TV Ads

Article excerpt

Camelot has attracted new players to its Thunderball game with a pair of cartoon ads.

National Lottery Thunderball rolled into the Adwatch chart at joint number two this week, with its second animated ad by WCRS. Some 74% recalled the ad entitled 'Hedgehog'.

The 20-second clip begins with a cartoon hedgehog trying to cross a busy road to join his mates on the other side. He has no luck until Thunderball crashes along and carves a path through the road. Hedgehog ambles safely along in its wake, to the endline: 'With the opportunity to win up to half a million pounds, you've got a better chance with Thunderball.'

The ad first aired on July 17, running throughout the week, with greater frequency nearer the draw.

It's the third charge in a three-pronged attack by Camelot to increase patronage of Thunderball, which offers better odds, but lower prizes, than the main lottery game.

The promotion kicked off in May with a week-long sampling exercise in which a million tickets were given away. …

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