Camelot UK Lotteries has launched a new advertising campaign to demonstrate and celebrate the volume and variety of prizes won on the UK National Lottery.

Created by London-based AMV BBDO, the campaign launched this week on radio, social media and out of home (OOH) media across the UK.

The campaign aims to highlight the prizes won through the National Lottery, while at the same time establishing an emotional connection around that moment of becoming a millionaire.

It also includes real winners’ responses to their life-changing prizes and "surprising facts" about winning based on Camelot’s bank of winner data.

As an example, the lottery operator said that audiences might hear or see an advert containing an emotional real-life call into the National Lottery hotline from a player confirming a £1m win, while the same day seeing a bus stop poster revealing that lottery creates the same number of winners every minute as there are people on a packed rush-hour double-decker bus.

“The National Lottery plays a vital role in contributing to Good Causes throughout the UK – raising more than £30m every week – and at the same time awards around eight million prizes weekly,” said Arabella Gilchrist, head of parent brand for The National Lottery.

“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.”


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