The first new operator of The National Lottery in nearly 30 years, Allwyn, has launched its opening campaign, ‘Will you be next?’.
Created by VCCP London with Hearts & Science and Girl&Bear Studios’ director Ed Rosie, the campaign centres around a series of films set in everyday locations, including the chippy, cinema and newsagent.
With a focus on the popular Lotto game, it seeks to build anticipation, asking viewers to guess who could be the latest millionaire winner, while also reminding players that, on average, Lotto creates two millionaires every week.
Gamification elements have been incorporated in the ads in a bid to capture the fun of playing Lotto. From six-second social shots to traditional TV ads, the games are played out and filmed multiple times to keep people guessing.
Accompanying outdoor advertising includes mirrored special builds produced by Talon & Grand Visual read: “The next millionaire could be staring you in the face”, while see-through billboards continuing the messaging have been placed in various locations around the UK, including in London, Liverpool, Leeds and Cardiff.
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The campaign also marks the start of Allwyn’s new marketing strategy, devised to attract new players and showcase The National Lottery’s individual product brands, which VCCP has supported with new new Lotto assets across audio, visual and motion.
Allwyn chief commercial officer Lucy Buckley said: “As we take on the treasured institution that is The National Lottery, we’re so excited to re-imagine Lotto and solidify its place with new players and consumers, as well as to attract back some of those who might have stopped playing along the way.”
VCCP Group global chief commercial officer Darren Bailes added: “Over the years, Lotto has lost a bit of that sense of fun and anticipation. We wanted to bring back those emotions, so built our campaign idea around them – with ads you can play along with too.”
Throughout its 10-year licence, Allwyn will not only look to offer more games, attract more players and create more winners, but also strive to raise more money for National Lottery-funded projects.
It will run across TV, VOD, cinema, social, print, digital, D/OOH and special builds until 30 September 2024.
