Magazine article Marketing

ADWATCH: Camelot Highlights How Lotto Can Change Players' Lives - the National Lottery Aims to Target the Young and Give Core Players a Reason to Continue, Says Jules Grant

Magazine article Marketing

ADWATCH: Camelot Highlights How Lotto Can Change Players' Lives - the National Lottery Aims to Target the Young and Give Core Players a Reason to Continue, Says Jules Grant

Article excerpt

The National Lottery's Lotto campaign starring Billy Connolly, part of a pounds 72m rebranding exercise, has achieved a high level of audience recall in Adwatch despite a continuing decline in ticket sales.

An execution that ran during the Golden Jubilee weekend enters the chart this week in second place, recalled by 80% of viewers.

Promoting the pounds 10m Golden Jubilee draw, it shows purple-bearded Connolly demonstrating some of the things that could change people's lives if they won the lottery. These include 'living like a king', depicted by Connolly surrounded by gold with women at his side, and 'making your own coins'.

He quotes the new strapline, 'Don't live a little, live a lotto'.

The advertising marks a strategy shift for Camelot, which has previously focused on players hopes of winning with straplines such as 'It could be you' and 'Maybe, just maybe'.

Aiming to attract a younger audience to the lottery, and flag up the new Lotto name, the ads focus on the impact that winning the lottery has on people's lives.

Fergus Adam, account director at WRCS, says: 'The name change is part of the renewed emphasis on the main game. …

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