Opportunity

To mark the launch of their fantastic new Mobile App, the National Lottery needed to reach the audience with a simple and engaging message – it is now possible to play anywhere and win anywhere. The app enables National Lottery players to play all of their favourite games via the app, including Lotto, Euromillions and Instant Win Games, no more FOMO as you can play right up to draw, even if you’re not near a store. It also allows them to check their tickets and receive notifications when they win! Gone are the days of lost, mislaid or forgotten tickets. It was important to communicate these fantastic benefits of the new app in a fun, upbeat and entertaining way. With that in mind, our multi-award winning production team at DDFH&B began to think of ideas which could feature the different places where someone might play and/or win. 

Solution

We wanted to surprise and engage people with the interesting choices of place where people could play or win with the new National Lottery Mobile App. In essence we wanted to create ‘the Angelus with a twist’. We felt this one line really summed up the beautifully observed style we were trying to achieve with the pieces. As a result we opted for places which reflected the surprisingly number of locations where someone could be a winner. The through-the-line campaign required 15 second television stings as well as a number of clever digital responses. The TV spots and digital responses were directed by Robin Murray from the outstanding Nomos, and featured the excellent comedic timing of the extremely talented Bryan Quinn. The entire production was a joy from start to finish and brought out the best from everyone involved. We played. We won.