‘IT COULD BE YOU’ – NEW NATIONAL LOTTERY AD CAMPAIGN FROM CAMELOT LETS NATION KNOW THAT IT STILL COULD BE THEM
NEW CAMPAIGN REIMAGINES ICONIC ‘IT COULD BE YOU’ STRAPLINE WITH GIANT LOTTO BALLS TO REMIND THE NATION THAT ANYONE HAS THE CHANCE TO WIN
Camelot is launching a brand new National Lottery advertising campaign for its flagship Lotto game to remind players that ‘It Could Be You’. Taking its inspiration from the original National Lottery campaign of the same name and, with the help of oversized lottery balls, it aims to tell the nation that their numbers are coming for them.
Running across TV, Radio (including Spotify), Digital and OOH, the campaign launches on Friday (19 June) with 30” spots during the Premier League match between Tottenham v Man Utd, and with further spots planned during Bake Off the Professionals, Vera, Celebrity Chase, Love Island Australia and the Premier League match between Everton v Liverpool.
Closing with the famous line ‘It Could Be You’, the TV advert features giant Lotto balls rolling into action – travelling the length and breadth of the UK to seek out National Lottery winners, who are surprised to discover that it is them. This includes a dog-walker who is serenaded by the colourful Lotto balls, and unsuspecting builders who see them bouncing around their site.
The campaign will also run nationwide across radio, including Spotify – very much taking ‘It Could Be You’ into the 21st century – and, in a first for Camelot, will feature personalised scripts for different music genres. Certain Spotify listeners of Hip Hop, Pop and Rock playlists will hear bespoke ‘It Could Be You’ adverts.
Keith Moor, Chief Marketing Officer at Camelot, said: “Our new ad campaign for Lotto is inspired by the iconic tagline that sums up what playing The National Lottery is about – anyone who buys a Lotto ticket has the chance to win, so it really could be you.
“Capturing the imagination of the nation, ‘It Could Be You’ still resonates with players today. This time around, we’ve brought it in line with our wider ‘Your numbers make amazing happen’ brand campaign – that’s why, instead of a pointing finger selecting winners, we have giant Lotto balls tracking down lucky players.
“We’re also tailoring content on Spotify to three different listening audiences, which is something we haven’t done before – so we’re excited to see the results of that.
“All in all, we’re thrilled to be recapturing a much-loved National Lottery campaign and bringing a bit of fun to TV screens across the UK. It will help to ensure we continue to raise more than £30M each and every week for Good Causes projects across the UK – which is even more important in the current climate.”
The TV ad was created by adam&eveDDB, with media planning and buying done by Vizeum. To celebrate the new campaign, a special £15 million Lotto ‘Must Be Won’ draw will take place on Saturday, 27 June.
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CREDITS |
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Project: |
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Client name & job title: |
Camelot UK Lotteries Limited: Keith Moor – Chief Marketing Officer Anna Rosato – Head of Marketing Communications Alison Heeks – Marketing Manager Lauren Pinkus – Assistant Brand Manager Andrew Keens - Media Strategy Manager Lee Isaacs - Media Planner |
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Creative Agency: |
adam&eveDDB |
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Chief Creative Officer |
Richard Brim |
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Group Executive Creative Director |
Ben Tollett |
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CEO |
Matt Goff & Tammy Einav |
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Creatives: |
Ted Heath & Paul Angus |
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Agency Planner: |
Heather Alderson |
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Managing Partner |
Sam LeCoeur |
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Business Director |
Victoria Ellis |
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Account Director |
Ashley Lewis |
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Account Manager |
Renée James |
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TV Producer: |
Kate Taylor |
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Media Agency: |
Vizeum |
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Media Planners: |
Flora King, David Gardiner, Grace Letley, Jamal Wright |
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Production Company: |
Outsider |
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Executive Producer |
John Madsen |
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Director: |
Dom&Nic |
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Editing Company |
Whitehouse Post |
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Editor |
Russell Ike |
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Post-production: |
The Mill |
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Audio Post-production |
Factory |
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For further information, please contact:
Camelot Press Office: 020 7632 5711
Notes to Editors:
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James McGrath
Communications Manager
M: 07968 939372 W: www.camelotgroup.co.uk