Two TV ads, the first of which will break tomorrow during The X Factor, have been created by AMV BBDO and will focus on giving viewers a "taste of what life as a lottery millionaire could be like". The launch TV ad of the campaign, which has an overall marketing budget of more than £5m, will feature a party popper exploding in slow motion.
A poster campaign celebrating the "difference that National Lottery funding has made" will highlight projects and groups that have benefitted, including Paralympic athletes, WWII veterans and community projects like Scout huts.
The activity will be supported by a giveaway on social media, handled by agency Kindred, where consumers will be asked to watch 10 short videos and then correctly answer questions about The National Lottery for a chance to win a prize.
The prizes are designed to give a "taste of the millionaire lifestyle", including a meal at the Shard, a holiday on a yacht, a luxury spa break, a weekend in a castle and a VIP trip to Florida.
A special ‘Celebrating 20 Years’ gold ribbon logo has also been created to sit across all materials and on all channels.
Sally Cowdry, Camelot’s marketing and consumer director, said: "Celebrating 20 years of The National Lottery has presented us with an incredible opportunity for a multi-faceted, multi-media campaign, with stand-out, bespoke activity across different channels.
"This is all linked together with one simple, powerful message – The National Lottery has had a life-changing impact on our nation."
She added the campaign had been developed to thank players for supporting 430,000 National Lottery projects over the last 20 years, raising £32 billion.