Camelot launches ‘winner-focused’ and ‘real stats’ campaign for UK National Lottery

This week UK National Lottery operator Camelot has announced the launch of its new nationwide campaign ‘Surprise & Delight’, focusing on its real winner life changing stories.

The campaign has been developed by international marketing agency AMV BBDO and will be initially launched on radio, ‘out-of-home’ and social media channels.

Updating the market, Camelot marketing detailed that it wants the campaign to ‘demonstrate and celebrate the volume and variety of prizes won on The National Lottery, while at the same time making an emotional connection around that moment of becoming a millionaire that everyone has dreamed of’.

Focusing on ‘real life story telling’, the campaign will use actual winners’ responses to winning life-changing prizes. Camelot will further drive its brand message by using National Lottery statistics and data to develop meaningful customer messages;

Arabella Gilchrist, Head of Parent Brand for The National Lottery, commented on the campaign launch “The National Lottery plays a vital role in contributing to Good Causes throughout the UK – raising more than £30 million every week – and at the same time awards around eight million prizes weekly. These surprising facts and real-life winner stories will help remind players that real people, like them, are winning on The National Lottery all the time.”