SectorMedia / Entertainment Brands and Betting brands
The National Lottery has mined Camelot's winner data for its latest campaign, which offers compelling reasons for wannabe millionaires to try their luck.
According to the campaign's posters, The National Lottery creates the same number of winners every minute as there are passengers on a packed double-decker bus.
The activity also uses recordings of real winners' responses to their wins, including an emotional call from a player confirming a £1m prize.
The campaign runs across radio, social media and out-of-home.