Publicis Dialog rolls out digital debut for Camelot net games

Publicis Dialog has created its first advertising campaign for Camelot since winning the digital business from WCRS last November.

The campaign from Publicis' direct and digital division aims to promote the launch of instant-win games. It will run for three months across high-traffic destinations such as major portals, internet service providers and entertainment and lifestyle websites.

The creative work is based around the range of interactive games Camelot has launched in its attempt to boost interest in and flagging sales of traditional lottery tickets. New games include Pharoah's Treasure, Pluck A Duck, Flirtathon and Holiday Bonanza.

Advertising formats include expandable banners and Overlayz, which appear as interactive images over-laying selected web pages.

The creative approach is different from WCRS's above-the-line work for Camelot, which focuses on draw-based games and in-store scratchcards, to differentiate the new online games and draw a new web-savvy audience.

The ads were art directed by Dylan DiBona and written by Martin Gent.

Media planning is by Media Planning Group and buying is by Tribal DDB.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).