Breaking on 11 November and running for a month, the press campaign uses a range of headlines and executions to illustrate the benefits of taking out a subscription - from never missing a draw to not having to queue at an outlet and having numbers automatically checked.
One execution features a pair of lottery balls in the top corner of the page positioned to resemble a person's bottom running with the strapline: "Play the National Lottery without having to get off it."
Tony Hardcastle art directed the campaign with Gary Dawson responsible for copywriting. Media planning is by Media Planning Group, with buying by OMD.
The treatments run with the web site address www.national-lottery.co.uk to promote buying a subscription online from the comfort of home at no extra cost.
Tony Hardcastle art directed the campaign with Gary Dawson responsible for copywriting. Media planning is by Media Planning Group with buying by OMD.
"The subscription service is the National Lottery's best kept secret, it is a perfect solution for people who want to be in with a chance of winning millions but don't have the time," said Cheryl Sloan, senior product manager at Camelot.
Camelot is aiming to boost the number of people playing the National Lottery on Wednesday's and Saturday's who currently don't play because of not having time during the day to purchase tickets.