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Allwyn<\/b>, the first new operator of The National Lottery in nearly 30 years, will tomorrow launch its opening campaign, <\/span>Will you be next?<\/span><\/i>, as it takes over the reins on 1 February. Over the course of its 10-year licence, Allwyn\u2019s overarching ambition is to offer more games, attract more players, inject more entertainment, create more winners, and raise more money for National Lottery-funded projects.\u00a0<\/span><\/p>\nFocusing on the most loved millionaire maker game, Lotto, the campaign builds anticipation and asks viewers to guess who could be the latest millionaire winner. It also officially kicks off Allwyn\u2019s new marketing strategy, which focuses on attracting new players and showcasing The National Lottery\u2019s individual product brands.<\/span><\/p>\nCreated in collaboration with integrated creative agency, <\/span>VCCP London<\/b>, with media planning and buying managed by <\/span>Hearts & Science<\/b>, the campaign centres around a series of films, directed by Ed Rosie through <\/span>Girl&Bear Studios<\/b>, set in everyday locations \u2013 including the \u2018Chippy\u2019, \u2018Cinema\u2019 and \u2018Newsagent\u2019. These encourage audiences to play along and guess who the winners are in these familiar settings.<\/span><\/p>\nThe campaign reminds players that, on average, Lotto creates two millionaires every week and the gamification element of the ads captures the fun of play. In each spot, the camera pans around a busy room speculating on who could be the winner in the scene before revealing the new millionaire. The games are played out in each deliverable from six-second social to traditional TVC, with each scene filmed multiple times to keep people guessing.<\/span><\/p>\nVCCP has also developed a new brand world for Lotto \u2013 with new assets across audio, visual and motion \u2013 which will be visible across all of the campaign and channels.<\/span><\/p>\nThe D\/OOH includes mirrored special builds \u2013 which were produced by Talon & Grand Visual \u2013 that carry the wording \u2018The next millionaire could be staring you in the face\u2019. Meanwhile, see-through billboards in iconic locations around the UK \u2013 including in London, Liverpool, Leeds and Cardiff \u2013 continue this theme with messaging such as \u2018The next millionaire could be outside King\u2019s Cross Station\u2019, inviting passers-by to imagine who in the crowd might win next. Key messaging that \u2018Lotto makes two millionaires a week on average, will you be next?\u2019 reinforces belief as a driver for engagement.\u00a0<\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n \r\n \t\t
Hearts\u2019 high impact, digital-first media strategy will create a step-change in National Lottery advertising and will see ads running across a breadth of digital video and social channels, TV, impactful outdoor, print and many more.<\/span><\/p>\nLotto is The National Lottery\u2019s original draw-based game, launched in 1994. It is the UK\u2019s foremost millionaire maker game and, in addition to creating thousands of millionaires in that time, has returned a phenomenal amount of money back to National Lottery-funded projects.\u00a0<\/span><\/p>\nLucy Buckley, Chief Commercial Officer at Allwyn, <\/b>said: \u201cLotto is the heart and soul of The National Lottery, so of course this had to be the first campaign we went live with. As we take on the treasured institution that is The National Lottery, we\u2019re so excited to re-imagine Lotto and solidify its place with new players and consumers, as well as to attract back some of those who might have stopped playing along the way. With an average of two Lotto millionaires made every week and an incredible \u00a34 million raised for National Lottery-funded projects every day from all of its games, The National Lottery really does change lives every day \u2013 and this campaign is the first step in our journey of communicating this far and wide.\u201d<\/span><\/p>\nDarren Bailes, Global CCO at<\/b> VCCP Group, <\/b>added: \u201cOver the years, Lotto has lost a bit of that sense of fun and anticipation. We wanted to bring back those emotions, so built our campaign idea around them \u2013 with ads you can play along with too. The fact that Lotto makes two millionaires a week on average is amazing and something that many people don\u2019t know. So, we wanted to shout this from the rooftops and remind everyone that normal people, in normal places, become millionaires every week. People at the supermarket, in the cinema, at the park, the newsagent, the hairdressers, the chippy \u2013 the possibilities are endless. So, will you be next?\u201d<\/span><\/p>\nThe campaign will launch across TV, VOD, cinema, social, print, digital, D\/OOH and special builds, and will run until 30 September 2024. <\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n \n \n\n
\n Today is just the first step on a journey that will leave the nation seeing, feeling and experiencing a renewed National Lottery. One that is more representative, more inclusive, more innovative and, importantly, more fun. \n Garrett O\u2019Reilly, CEO at Hearts & Science<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17793","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"17796","hero_video":"","hero_image":{"ID":17795,"id":17795,"title":"Golda Celebrating Still_1","filename":"Golda-Celebrating-Still_1-1.jpg","filesize":3049295,"url":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/02\/Golda-Celebrating-Still_1-1.jpg","link":"https:\/\/wordpress-dev.vccp.com\/uk\/work\/allwyn\/will-you-be-next\/attachment\/golda-celebrating-still_1-2","alt":"","author":"64","description":"","caption":"","name":"golda-celebrating-still_1-2","status":"inherit","uploaded_to":17793,"date":"2024-02-06 12:40:59","modified":"2024-02-06 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