Camelot targets new audience with Christmas scratch cards

Camelot has launched Christmas scratch cards to appeal to new customers.

Camelot targets new audience with Christmas scratch cards

The work, created by Iris’ innovation arm The Iris Nursery, looks like a Christmas card and include the scratch card inside.

The images and copy on the front play on what a person could purchase with their potential winnings.

One card features a sports car with copy reading: "This isn’t a Christmas card, it’s a new toy."

The agency explained that people often buy scratch cards as gifts "as a way to bring a bit more excitement to opening your average envelope" so it decided to take it "one step further".

The cards cost £2 and people can win up to £250,000.

Danny Pallet and Dominic Healey-Gwilliam art directed the work, and Charlotte Hugh and Miguel Monteiro were the copywriters.

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