Camelot, the UK National Lottery operator, is launching a campaign with JCDecaux to celebrate the fact that they are making more National Lottery Scratchcards winners than ever before. As part of Camelot’s ‘Surprising Numbers’ drive, an innovative real-time and destination-specific Digital
Out-of-Home campaign will run across screens at Rail Stations.

The activity will bring to life the number of National Lottery Scratchcard winners in a given timeframe by syndicating information from National Rail and Transport for London, to provide tailored messaging based on the next departing train.

The campaign was planned and bought by OMD, Havas and Talon, with production by Grand Visual and delivery by JCDecaux. The creative features a human counter starring normal people with the number of National Lottery Scratchcard winners displayed on their T-Shirts. The campaign uses Scratchcard data and cross- references this with National Rail’s and TfL’s live feeds to identify and target defined segments from the millions of Rail commuters travelling each day.

The dynamic, geo-targeted campaign will deliver localised messaging for each site. For example, commuters arriving at Liverpool Street around 9am for the train to Norwich may be targeted with the message "Winners before the 09:05 to Norwich leaves? 1,562.”
 
Additional contextual messages will run on supporting screens along important commuter routes and on large-format screens in city centres. The Digital Out-of-Home activity is part of a broader drive which includes TV and press.

Max Lucas, Media Strategy Manager at Camelot, said: “Clever use of Digital Out of Home technology has really brought this campaign to life. We have been able to use our data in a unique way, serving up dynamic, targeted, locally-relevant messages that let people know there are more National Lottery Scratchcard winners than ever!”

Rosie Lucas, Client Director at Talon, said: “This unique, data-driven outdoor campaign delivers time and location-relevant messaging effortlessly through the OpenLoop dashboard. The highly-targeted nature of the copy ensures that the media is working hard for the client and delivering an engaging and fitting call to action for consumers.”