Lotto says It could be you, and it could be you...
New Lotto campaign spotlights the innovative game change that now gives players ‘one ticket, two chances to win'.
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Allwyn, operator of The National Lottery, unveils a new, large-scale integrated summer marketing campaign to support the launch of new Lotto, a refreshed take on one of the UK’s most iconic games.
Developed by creative agency VCCP and supported by Studio 59, Allwyn’s in-house creative and content studio, with media strategy and buying by Hearts & Science, the campaign brings to life the simplicity and excitement of ‘One ticket, Two chances to win’.
From 7 June, every £2 Lotto line will give players two chances to win in every draw, all for the same price and with the same number of balls to choose from. The new two-round format significantly improves players’ chances of winning any prize – from 1-in-9.3 to 1-in-4.9 – and is expected to more than double the number of Lotto millionaires each year, from around 140 to approximately 345.
Marking the biggest change to the game since its launch in 1994, the campaign is designed to drive widespread awareness of new Lotto and spark conversation nationwide, speaking to loyal Lotto players as well as attracting a new generation of players through culturally relevant activations. To support the update, Allwyn is rolling out an extensive, multi-channel campaign spanning TV, led by a new flagship television commercial, as well as radio, social, retail and digital.
Credits
View on- Agency VCCP/London
- Production Company RadicalMedia/London
- Director Dave Meyers
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Credits
View on- Agency VCCP/London
- Production Company RadicalMedia/London
- Director Dave Meyers
- Production/Post Production Girl&Bear (In-House at VCCP/London)
- Editing The Quarry
- Color Black Kite Studios
- Sound Jungle Studios
- Music Siren/London
- Global Chief Creative Officer Darren Bailes
- Creative Director Simon Connor
- Creative Kenneth Abalos
- Creative Samuel Adio
- Creative George Cartwright
- Creative Lucas Robin
- Producer David Vass
- Production Director Romana Kit
- Senior Producer Emma Mitchell
- Senior Producer Jonny Powell
- Post Producer Heather Mooney
- Executive Producer/Managing Director Ben Schneider
- Producer Maggie Curwin
- Production Designer Francesca Massariol
- DP Scott Cunningham
- Post Managing Director/Executive Post Producer Tor Adams
- Editor Jonnie Scarlett
- Hybrid Editor Adrian Scanlon
- Assistant Editor Henry Thackray
- Hybrid Animator Amelia Eve
- Colorist Richard Fearon
- Sound Designer/Audio Mixer Sean Mahoney
- Music Producer Sian Rogers
- Composer Chris White
- Casting Director Kharmel Cochrane
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Credits
powered by- Agency VCCP/London
- Production Company RadicalMedia/London
- Director Dave Meyers
- Production/Post Production Girl&Bear (In-House at VCCP/London)
- Editing The Quarry
- Color Black Kite Studios
- Sound Jungle Studios
- Music Siren/London
- Global Chief Creative Officer Darren Bailes
- Creative Director Simon Connor
- Creative Kenneth Abalos
- Creative Samuel Adio
- Creative George Cartwright
- Creative Lucas Robin
- Producer David Vass
- Production Director Romana Kit
- Senior Producer Emma Mitchell
- Senior Producer Jonny Powell
- Post Producer Heather Mooney
- Executive Producer/Managing Director Ben Schneider
- Producer Maggie Curwin
- Production Designer Francesca Massariol
- DP Scott Cunningham
- Post Managing Director/Executive Post Producer Tor Adams
- Editor Jonnie Scarlett
- Hybrid Editor Adrian Scanlon
- Assistant Editor Henry Thackray
- Hybrid Animator Amelia Eve
- Colorist Richard Fearon
- Sound Designer/Audio Mixer Sean Mahoney
- Music Producer Sian Rogers
- Composer Chris White
- Casting Director Kharmel Cochrane
The TV ad directed by Dave Meyers through Radical Media in collaboration with Girl&Bear, is destined for a range of channels and Video on Demand (VOD) and brings the new Lotto proposition to life through a relatable, everyday moment, featuring two friends relaxing at home when one casually decides to play on the National Lottery app. As they chat, the simplicity of the ‘one ticket, two chances to win’ format is revealed, building to a playful twist: one friend says “it could be you” twice, while the other replies, “good luck, good luck then.”
Simon Connor, Creative Director at VCCP, added: “One ticket now gives you two chances to win, so we created with Allwyn a simple, bold campaign that mirrors the game: double everything. Two crossed fingers. Two voice-overs. Dual sites. One campaign, twice the fun. Good luck, good luck.”
Garrett O’Reilly, CEO at Hearts & Science, concluded: "New Lotto marks the most significant innovation in The National Lottery's 30-year history. This is a genuine national cultural moment, and our media plan matches that ambition at every level. We're painting the country red, including four in every five paired 48 sheets sites across the nation carrying new Lotto, making the magic impossible to miss.
“We’ll also be embedding new Lotto into the moments that matter most for potential new players. From the global spectacle of the FIFA World Cup to the real-time pulse of Twitch, we're showing up in the spaces where culture happens, making Lotto relevant to a new generation of players.”
