Allwyn, the operator of the UK National Lottery, has unveiled a new scratchcards campaign to celebrate the upcoming holidays. The campaign invited eligible players to “add some play” to their Christmas with the operator’s festive scratch-off tickets.
The Campaign Coincides with the Lottery’s Anniversary
The campaign’s launch coincides with The National Lottery’s 30th birthday and celebrates the GBP 50 million the lottery has so far raised for good causes. The latest Allwyn initiative invites players to enjoy some gaming away from the phone while celebrating Christmas with their loved ones.
To that end, Allwyn unveiled Musical Scratchcards that fully embrace the festive spirit. The holiday tickets have been designed to be enjoyed at family gatherings where players can enjoy them together and maybe even compete over who is going to win the most.
Allwyn said that the new campaign has been designed alongside VCCP’s global content creation studio Girl&Bear, acclaimed director Steve Rogers, Heart & Science and Biscuit. The promotional ad features a family enjoying their Musical Scratchcards at a gathering, with each member taking a turn. The atmosphere is bolstered by a bespoke version of 12 Days of Christmas sung by VoxSkool, a choir funded by The National Lottery.
Allwyn added that a social campaign features two local community groups, namely Deal Dippers and Swindon Skaters, showing them enjoying the festive scratchcards. The campaign also includes in-store activations at the WHSmith store in Victoria Station, as well as other partnerships with influencers and celebrities.
Allwyn’s Scratchcards Capture the Christmas Spirit
Allwyn’s brand and marketing director, Steve Parkinson, commented on the new campaign, saying that Christmas is all about shared moments, games, and a little bit of competitiveness. With this in mind, The National Lottery designed scratchcards that seek to add some extra fun to family gatherings.
National Lottery Scratchcards are all about adding some fun and excitement – so are the perfect thing to bring along to festive gatherings. Hopefully some big festive winners will be made, but of course, each moment of play also contributes to UK Good Causes – so it really is a win-win.
Steve Parkinson, brand and marketing director, Allwyn
VCCP’s global chief creative officer, Darren Bailes, also weighed in on the matter, saying that his team researched the lottery’s scratch-off tickets before implementing this knowledge into the new campaign. He said that he hopes the campaign will encourage families to invent new holiday games and traditions.
Jonathan Pierce, a client partner at Hearts & Science, said that this is his team’s first Christmas campaign with Allwyn, making it very important for his team. He added that the campaign seeks to show that scratchcards are suitable for both casual and regular players.
The launch of the holiday scratchcards aligns with Allwyn’s commitment to diversifying and improving The National Lottery. Brits can look forward to encountering the campaign across social platforms, radio, AV, OOH, press and YouTube.