The joy of winning the lottery is a familiar ad story. The power of winning (what you can do with it, generously or otherwise) too. VCCP has taken Lotto back to the hopefulness of winning, reviving The National Lottery’s original It Could Be You slogan, that hasn’t been for more than 26 years. And in its reincarnation, it’s substantiated by a wealth of winning stories from over 30 years of players buying Lotto tickets to give it added credence, emotion and rational credibility.
The hero commercial, directed by Radical Media’s Dave Meyers in collaboration with VCCP’s global content creation studio, Girl&Bear, replaces winning scepticism with real results, and fuels desire with a touch of magic at a time when belief in life being better is more needed than usual.
With media planning and buying by Hearts & Science, the campaign had a peak Coronation Street spot ont September 1, and will run initially across VOD, large format out-of-home, social media and national print including cover wraps. VCCP’s content creation studio Girl&Bear also produced elements of the integrated campaign, including design.
Steve Parkinson, brand and marketing director at parent, Allwyn UK, stated, “Lotto has always been the nation’s game, but with new entrants and innovations in the market, it was time to remind people of the magic. It Could Be You is a bold, confident platform that brings back one of our most distinctive brand assets for a new era, while celebrating the real people and real stories that make Lotto special.
“When we looked at category leadership behaviour, we realised there was a confident opportunity for Lotto to use the best of what already exists within The National Lottery. In this current resurgence period of ’90s/’00s nostalgia settling an unsettled nation, we believe we have found magical and unique brand ingredients to strengthen our story and bring a whole new audience into the game.”
Simon Connor, creative director at VCCP, added, “The world has become too rational and logical. We are bogged down in customer reviews, xG, calorie counting and comparison sites. What happened to all of the magic? The what if? What if we all believed again? After all, it could be you.”
Credits
Client: Allwyn UK [Lotto]
Advertising Agency: VCCP
Global Chief Creative Officer: Darren Bailes
Creative Director: Simon Connor
Creative Teams: Kenneth Abalos & Samuel Adio, George Cartwright & Lucas Robin
Managing Director: Hannah Fitz-Gerald
Business Director: Roxanne Courtman
Account Director: Fionn O’doherty
Snr Account Manager: Jasmine Khaliq
Group Chief Strategy Officer: Michael Lee
Planning Director: Joe Miller
Agency Production: Girl&Bear
Agency TV Producer: David Vass
Agency TV Production Assistant: Nathan Lake
Head of Broadcast Affairs: Alexia Collins
Senior Integrated Creative Producer: Jonny Powell
Agency Post Producer: Heather Mooney
Production Company: Radical Media
Director: Dave Meyers
Managing Director & Executive Producer: Ben Schneider
Producer: Maggie Curwin
DoP: Scott Cunningham
Edit House: The Quarry
Post Production: Black Kite
Audio Post Production: Factory Studios
Music: Siren
Content Creation Studio: Girl&Bear
Media Agency: Hearts & Science
