Camelot focuses on the 'positive' attitudes of Lotto players

by Miranda Fitzgerald, Marketing 28-Oct-08, 09:00

LONDON - National Lottery operator Camelot is launching a TV ad campaign for Lotto, focusing on the positive attitudes of those who enter the draw.

The campaign, which breaks this weekend, will use a series of feel-good situations intended to convey the excitement of playing the Lotto game.

The ads, created by Abbott Mead Vickers BBDO, which retained the Lotto business after a review in April, end with a voiceover introducing the strapline 'Welcome to the Lotto way of thinking. Think Lotto'.

The campaign will be supported by interactive activity including banner ads.

The push is intended to build on the success of Camelot's 'Who's Next?' campaign, which ran earlier this year. The work, which emphasised that anyone could win the Lotto draw, helped to increase the National Lottery's sales by more than £181m in the first half of 2008. In April, Camelot launched a £3.5m TV campaign aimed at encouraging people to play online.

According to Camelot, nearly half of the UK adult population plays a National Lottery game every week, with 70% of players spending a weekly average of £3 on the main draws and scratchcards.