Camelot announced “We’re doing it again this Saturday” across JCDecaux’s digital screens nationwide as they built excitement and alerted the public to the upcoming Lotto draw.
Click here to see the campaign gallery.
The tactical campaign used time-sensitive messaging to engage commuters before, after and during the event. On Thursday and Friday, Camelot reminded commuters that the draw would be repeated on the Saturday.
On Saturday, Camelot wished the millions of customers in the Lotto draw “Good Luck” and afterwards congratulated the 1000 customers who won £20,000. Continuing the excitement, the creative changed to remind consumers to check their raffle tickets on the following Monday, just in case they were one of the lucky winners.
As part of the ‘new dawn for Lotto’ campaign, JCDecaux Innovate created a multi-layered special build at Westminster Bridge Roundabout. The creative featured a 2-dimensional street scene with a sunrise in the background, achieving illuminating and shadowing effects.
The campaign was planned by Havas Media and booked by OMD and Talon.
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