WCRS reveals Christmas Lottery campaign

WCRS has created a national TV campaign for Camelot, the National Lottery operator, to promote its one-off Christmas Millionaire Maker draw.

The ad has been shot in a Songs of Praise style, with a choir singing the tunes of The Twelve Days of Christmas and Good King Wenceslas but with the lyrics altered to tell of the virtues of the special draw.

The aim of the campaign is to show that the game offers players their best chance of becoming a National Lottery millionaire as well as reminding them not to leave buying their ticket until the last minute.

In keeping with Camelot's latest strategy of featuring good causes and projects in its advertising activity, the choir in the commercial is made up of a dozen members from each of the five National Lottery-funded choirs from the Midlands and North West.

The carols will also be used in a national radio campaign. Other activity includes a series of promotions and competitions with IPC titles such as Woman's Own, Chat and What's On TV in the run-up to Christmas. Advertising will also run in these titles.

The game is also being supported by a digital campaign, which will see banner ads run on the National Lottery homepage and an SMS push targeting subscribers.

Point-of-sale material has also been distributed to all National Lottery retailers.

The ad was art directed by Henry Rossiter and written by Mick French. It was directed by Nick Jones through Rogue Films.

Media planning is by Media Planning Group with buying by OMD.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,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

Share

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).