A new National Lottery campaign launches next week. Created by AMV BBDO – and initially launching on radio, social media and OOH – the campaign aims to demonstrate and celebrate the volume and variety of prizes won on The National Lottery, while at the same time making an emotional connection around that moment of becoming a millionaire that everyone has dreamed of.

The new work will use real winners’ responses to winning life-changing prizes, as well as providing surprising, fun and meaningful facts about winning – using Camelot’s huge bank of winner data. So, at any one time, audiences might hear or see an advert containing an emotional real-life call into the National Lottery hotline from a player confirming a £1 million win, while the same day seeing a bus stop poster revealing that The National Lottery creates the same number of winners every minute as there are people on a packed rush-hour double-decker bus.

Arabella Gilchrist, Head of Parent Brand for The National Lottery, said:

“The National Lottery plays a vital role in contributing to Good Causes throughout the UK – raising more than £30 million every week – and at the same time awards around eight million prizes weekly. These surprising facts and real-life winner stories will help remind players that real people, like them, are winning on The National Lottery all the time.”

The campaign launches on Monday 3rd April and will incorporate radio, OOH and social media. As the campaign develops, there will be further executions through-the-line and across The National Lottery’s own channels.