Dream Number £4 Million Media Campaign
12 Jul 2006
Camelot Kicks Off New Lottery Game with a Dream £4 Million Media Campaign
Camelot this week launches a major new marketing campaign to promote the new Dream Number game – ahead of the first draw on Saturday 15 July.
Dream Number is the first designated National Lottery draw-based game to help raise the funding required to stage 2012 Olympic Games and Paralympic Games in London. It will offer players the chance to win prizes of between £2 and up to £500,000.
The £4 million campaign kicks off with a TV spot designed to communicate the strapline, ‘Winning just got easier*’. It opens with a groundsman hooking up one end of a football net to a goal post, gathering up the opposite end of the net – and striding purposefully to the opposite goalpost. As the shot pulls back we see that the goal is four times its normal size.
We then cut from the groundsman to other scenarios which reveal people ‘winning’ – but with less effort than you would normally expect. In the first, a woman is seen pushing a boulder-size ball down a bowling alley and then jumping with delight. Next, the ad cuts to a fairground, where a man is testing his strength with ‘The Hammer’. As the hammer hits, the bell at the top rings – and the shot pans out to show the top of the stand is much shorter than usual. The man is then handed a prize, to the delight of his girlfriend.
The voiceover says: ‘Winning just got easier*’. The final close-up shows a National Lottery ball with the Dream Number logo roll onto the screen, together with a voiceover introducing the new game.
Dianne Thompson, Chief Executive of National Lottery operator Camelot, said: “We are delighted to be launching our first draw-based game to support London 2012. Dream Number provides the perfect complement to our big jackpot draw-based games. We wanted the ads to reflect how easy the game is to play and also the fantastic odds of winning a prize – just one in 10.
“Sales of designated lottery games in support of London 2012 have got off to a dream start, exceeding our first year target by £2.3 million. We hope that Dream Number will prove equally inspiring to our players, not only for the chance to win themselves, but to also play a part in supporting the 2012 Games.”
The campaign was created by Abbott Mead Vickers BBDO and has one 30 second execution, one 20 second and three 10 second executions. Media planning was handled by MPG and media buying by OMD. In addition to the TV ad campaign, the launch of Dream Number will be supported by online work, radio and press advertising, dedicated adverts for interactive TV retail point of sale – and direct marketing activity developed by Hicklin Slade & Partners. Instore point of sale material was developed by Camelot’s in-house design studio.
Tickets for Dream Number go on sale on Thursday 13 July 2006 at National Lottery retailers throughout the UK, online at www.national-lottery.co.uk and via the Play by Text service on mobile phones – the first draw takes place on Saturday 15 July.
The twice-weekly draw will be broadcast before the main Lotto draw on Saturdays on BBC1, while the Wednesday draw results will be broadcast as part of that night's midweek lottery show on BBC1.
Associated Link: http://www.camelotgroup.co.uk
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