UK National Lottery operator Camelot launched a new campaign, called ‘Dreams’, to shine a spotlight on one specific strand of its Good Causes funding – local football investment.
The initiative aims to highlight the positive difference the lottery’s Good Causes funding makes across the UK in the soccer space and it aims to demonstrate that the lottery is an activity that everyone can get a kick out of.
‘Dreams’, which was created in harness with Jungle Creation’s The Wild agency, focusing on some of the local football clubs and organisations around the country which have benefited from the £150m of lottery funding awarded to grassroots football.
The objective is to inspire people to play The National Lottery by educating them on the positive impact that Good Causes funding has on local communities.
The campaign is spearheaded by a hero spot running primarily across social networks and will play automatically on Quantcast and YouTube.
The lead video is essentially a lead-in taster for a pair of follow-up mini-documentaries, also produced by The Wild, which delve into greater detail on two people who have benefited most from the football fun: a 92-year-old player, and Sophie who works for Street Football Wales (a Welsh charity seeking to tackle social exclusion through street football).
The objective is to inspire people to play The National Lottery by educating them on the positive impact that Good Causes funding has on local communities.
“There’s nothing better than telling a real story. One that actually matters,” said The Wild head of creative Molly Tappin.
“So when Camelot asked us to create a campaign to thank people who play The National Lottery for supporting local football projects and helping everyday people’s dreams come true, it was a no brainer.”
Hayley Stringfellow, Camelot’s head of brand marketing, commented: “Players of National Lottery games raise around £30m for Good Causes every single week. We have thousands of stories to tell about the amazing things that are happening thanks to National Lottery funding, and it’s great to shine a spotlight on the funding of local football projects and the positive impact it has on individuals and communities.”
The National Lottery has previously come under fire for depicting a family clearing their debt by hitting the jackpot – sparking accusations of irresponsibility.
Comment:
Call it a charm offensive commercial, call it a feel good ad, call it an attempt at gambling justification , or just call it a call-to-action to drive ticket sales, whatever you call it this campaign is an emotionally engaging piece of sports themed advertising.
Links:
Camelot / National Lottery
https://www.national-lottery.co.uk/
https://www.youtube.com/user/TheNationalLottery
https://www.facebook.com/TheNationalLotteryUK/
https://www.instagram.com/tnluk/
Jungle Creation’s The Wild
https://junglecreations.com/the-wild/
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