- The National Lottery’s unmissable “Will you be next?” campaign is the first with creative agency, VCCP, and media agency, Hearts & Science – which launches as Allwyn takes over as National Lottery operator
- With Lotto creating an average of two millionaires each week, the digital-first campaign puts winners front and centre – by showing normal people, in normal places becoming millionaires
- The integrated, always-on campaign features OOH and special builds picking out the potential winners in the crowd
Allwyn, the first new operator of The National Lottery in nearly 30 years, will tomorrow launch its opening campaign, Will you be next?, as it takes over the reins on 1 February. Over the course of its 10-year licence, Allwyn’s overarching ambition is to offer more games, attract more players, inject more entertainment, create more winners, and raise more money for National Lottery-funded projects.
Focusing on the most loved millionaire maker game, Lotto, the campaign builds anticipation and asks viewers to guess who could be the latest millionaire winner. It also officially kicks off Allwyn’s new marketing strategy, which focuses on attracting new players and showcasing The National Lottery’s product brands.
Created in collaboration with integrated creative agency, VCCP London, with media planning and buying managed by Hearts & Science, the campaign centres around a series of films, directed by Ed Rosie through Girl&Bear Studios, set in everyday locations – including the “Chippy,” “Cinema,” and “Newsagent.” These encourage audiences to play along and guess who the winners are in these familiar settings.
The campaign reminds players that, on average, Lotto creates two millionaires every week and the gamification element of the ads captures the fun of play. In each spot, the camera pans around a busy room speculating on who could be the winner in the scene before revealing the new millionaire. The games are played out in each deliverable from six-second social to traditional TVC, with each scene filmed multiple times to keep people guessing.
VCCP has also developed a new brand world for Lotto – with new assets across audio, visual and motion – which will be visible across all of the campaign and channels.
The D/OOH includes mirrored special builds – which were produced by Talon & Grand Visual – that carry the wording “The next millionaire could be staring you in the face.”
Meanwhile, see-through billboards in iconic locations around the UK – including in London, Liverpool, Leeds and Cardiff – continue this theme with messaging such as “The next millionaire could be outside King’s Cross Station,” inviting passers-by to imagine who in the crowd might win next. Key messaging that ‘”Lotto makes two millionaires a week on average, will you be next?” reinforces belief as a driver for engagement.
Hearts’ high-impact, digital-first media strategy will create a step-change in National Lottery advertising and will see ads running across a breadth of digital video and social channels, TV, impactful outdoor, print and many more.
Lotto is The National Lottery’s original draw-based game, launched in 1994. It is the UK’s foremost millionaire maker game and, in addition to creating thousands of millionaires in that time, has returned a phenomenal amount of money to National Lottery-funded projects.
Lucy Buckley, Chief Commercial Officer at Allwyn, said: “Lotto is the heart and soul of The National Lottery, so of course this had to be the first campaign we went live with. As we take on the treasured institution that is The National Lottery, we’re so excited to re-imagine Lotto and solidify its place with new players and consumers, as well as to attract back some of those who might have stopped playing along the way. With an average of two Lotto millionaires made every week and an incredible £4 million raised for National Lottery-funded projects every day from all of its games, The National Lottery really does change lives every day – and this campaign is the first step in our journey of communicating this far and wide.”
Darren Bailes, Global CCO at VCCP Group, added: “Over the years, Lotto has lost a bit of that sense of fun and anticipation. We wanted to bring back those emotions, so built our campaign idea around them – with ads you can play along with too. The fact that Lotto makes two millionaires a week on average is amazing and something that many people don’t know. So, we wanted to shout this from the rooftops and remind everyone that normal people, in normal places, become millionaires every week. People at the supermarket, in the cinema, at the park, the newsagent, the hairdressers, the chippy – the possibilities are endless. So, will you be next?”
Garrett O’Reilly, CEO at Hearts & Science, said: “Today is just the first step on a journey that will leave the nation seeing, feeling and experiencing a renewed National Lottery. One that is more representative, more inclusive, more innovative and, importantly, more fun. With the time ripe to evolve the Lotto brand in line with the changing needs of diverse audiences, we’re thrilled to be part of Allwyn’s journey – helping to both underline what has made the National Lottery a treasured fixture in our lives over the past 30 years and embrace fresh media innovation to drive its continued success.”
The campaign will launch tomorrow across TV, VOD, cinema, social, print, digital, D/OOH and special builds, and will run until 30 September 2024.
About Allwyn/The National Lottery
Allwyn is a multi-national lottery operator – with leading market positions in Austria, the Czech Republic, Greece, Cyprus, the UK and Italy – which builds better lotteries that return more to Good Causes by focusing on innovation, technology, efficiency and safety.
As of 1 February 2024, Allwyn is the licensed operator of The National Lottery® and is committed to raising money for National Lottery-funded projects designated by Parliament. Allwyn is not responsible for distributing or awarding these funds.
The National Lottery generates, on average, more than £30 million each week for National Lottery-funded projects. In total, over £48 billion has now been raised and more than 685,000 individual grants have been made across the UK. With hundreds of lottery grants in every postcode district, most people will have benefited from a National Lottery-funded project at some point.
The National Lottery has awarded over £92 billion in prizes and created more than 7,000 millionaires or multi-millionaires since its launch in 1994.
Players of all National Lottery games must be aged 18 or over.
VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels.
We are the challenger agency for challenger brands and transform the fortunes of our clients by challenging and disrupting the categories they operate in.
With offices in London, Madrid, New York, Prague, San Francisco, Shanghai and Singapore, VCCP produces award-winning work for clients including Walkers, Virgin Media O2, ComparetheMarket, easyJet, Domino’s, Canon, Cadbury Sage and White Claw.
About Hearts & Science
Purpose-built for the world of personalized digital marketing, and powered by the Omni marketing orchestration system, Hearts & Science draws on the vast expertise and resources of the OMG platform to deliver media solutions that enable brands to create consumer experiences that drive loyalty, share of mind and share of wallet.
Launched in New York in 2016, Hearts & Science currently has 43 offices around the globe serving the world’s leading brands across a broad spectrum of categories - including automotive, biotech, beauty, CPG, entertainment, fashion, financial services, health & fitness, travel & hospitality and telecom.
CAMPAIGN TITLE: Will You Be Next?
COMMERCIAL OFFICER: Lucy Buckley
BRAND & MARKETING DIRECTOR; Steve Parkinson
HEAD OF MARKETING & CREATIVE: Anna McInally
SENIOR BRAND MANAGER: Karen Page
BRAND MANAGER: Jayna Bacchus
ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTOR: Darren Bailes
CHIEF STRATEGY OFFICER: Michael Lee
CREATIVE DIRECTOR: Simon Connor
CREATIVES: Daniel Glover-James, Elias Torres, Miles Carter & Sophie Knox
MANAGING DIRECTOR: Hannah Fitz-Gerald
SENIOR ACCOUNT DIRECTOR: Izi Hutchinson
ACCOUNT MANAGER: Jasmine Khaliq
GROUP PLANNING DIRECTOR: Charlie Gavshon-Kirkbride
PLANNING DIRECTOR: Shannon Singh
AGENCY TV PRODUCER: Chiara Trecchi
INTEGRATED CREATIVE PRODUCER: Diana Turchi & Jonny Powell
DEPUTY HEAD OF INTEGRATED CREATIVE PRODUCTION: Doris Tydeman
PRODUCTION COMPANY: Girl&Bear
DIRECTOR: Ed Rosie
SENIOR EDITOR: Syd Harvey
SENIOR ONLINE EDITOR: Ashley Sykes
ONLINE EDITOR: Tom James
EXECUTIVE PRODUCER: Andy Leahy
PRODUCER: Suki Fraser
POST-PRODUCTION COMPANY: Girl&Bear & Electric Theatre Collective
POST PRODUCER: Vanessa Troop
COLOURIST: Connor Coolbear (ETC)
AUDIO POST-PRODUCTION COMPANY: Factory Studios & Jungle
SOUND ENGINEERS Jack Hallett (Factory), Sean Mahoney & Stuart Allen-Hynd (Jungle)
MUSIC SUPERVISION: Native Music
MUSIC COMPOSITION: Frederick John Ashworth
MEDIA BUYING AGENCY: Heart & Science
CEO: Garrett O’Reilly
CHIEF STRATEGY OFFICER: Simon Carr
MANAGING DIRECTOR: Rachel Peace
MANAGING PARTNER: Rebecca Burke
CHIEF INVESTMENT OFFICER: Tom Cornell
CHIEF DIGITAL & DATA OFFICER: Laura Smith-Collins
CLIENT PARTNER: Jonathon Price
CLIENT DIRECTOR: Benjamin Rutherford
HEAD OF CONNECTIONS PLANNING: Tessa LeGassick
SENIOR CONNECTIONS PLANNING DIRECTOR: George Viner-Price
ACTIVATION LEAD: Phil Bowman