A New Era Begins
Allwyn, marking its place as the first new operator of The National Lottery in almost three decades, unveils its groundbreaking campaign, “Will You Be Next?”. As it assumes control on 1st February, Allwyn sets in motion a 10-year strategy aimed at transforming the Lottery experience. This ambitious plan proposes a plethora of new games, aims to draw in more players, injects an element of entertainment, promises more winners, and focuses on increasing funding for National Lottery-backed projects.
Lotto: The Heart of the Campaign
Central to this new endeavour is the Lotto, the UK’s premier millionaire-making game. The campaign cleverly builds anticipation, inviting participants to speculate on the identity of the next millionaire winner. With the average creation of two millionaires each week, the campaign utilises a unique gamification element, blending excitement with the thrill of the unknown.
Creative Collaboration and Media Strategy
Crafted in collaboration with VCCP London and Hearts & Science, the campaign comprises a series of engaging films directed by Ed Rosie through Girl&Bear Studios. Set in relatable locations like chippies, cinemas, and newsagents, these films draw audiences into a game of guessing the winner amidst familiar scenes.
VCCP has innovated a fresh brand world for Lotto, infusing the campaign with new audio-visual and motion assets. Meanwhile, Hearts & Science’s high-impact, digital-first media strategy marks a significant shift in National Lottery advertising. Ads will proliferate across digital, social, and traditional media channels, ensuring widespread visibility.
Interactive Advertising: A Step into the Future
The campaign features dynamic outdoor and digital advertisements, including mirrored special builds and transparent billboards placed in iconic UK locations. These not only captivate passers-by but also invite them to ponder who among them might be the next millionaire. Such interactive advertising could be a game-changer in how lottery campaigns are perceived and interacted with by the public.
Reimagining Lotto for a New Generation
The campaign signifies more than just a marketing strategy; it represents a rejuvenation of the Lotto brand. As Lucy Buckley, Chief Commercial Officer at Allwyn, articulates, the campaign is vital in reimagining Lotto for both new and returning players. The underlying message is clear: the National Lottery is not just about winning; it’s about community, excitement, and the collective dream of a life-changing moment.
Inclusivity, Innovation, and Fun: The Way Forward
Emphasising the campaign’s broader impact, Darren Bailes of VCCP and Garrett O’Reilly of Hearts & Science highlight the refreshed approach to making the National Lottery more inclusive, innovative, and enjoyable. This rejuvenation is not just about attracting players; it’s about creating an experience that resonates with the diverse fabric of modern Britain.
Conclusion: A Bold Leap Forward
As “Will You Be Next?” rolls out across various media platforms, it heralds a new chapter for The National Lottery. Through its engaging, player-focused approach, the campaign promises not only to boost participation and funding for worthy causes but also to rekindle the nation’s love for a game that has become a cherished part of British culture. With Allwyn at the helm, the future of the National Lottery looks bright, innovative, and filled with endless possibilities.
