Christmas is peak opportubity for scratchcards. VCCP is helping to make this Christmas peak opportunity for Allwyn’s National Lottery Scratchcards. The campaign aims to make a Scratchcard more than a quick gift inside a Christmas card. Former National Lottery-funded Olympic diver and knitting enthusiast, Tom Daley, presents National Lottery Scratchcards as a fun way to come together, no matter the occasion or the group.
That he is an enthusiastic knitter is important. Allwyn has created the ultimate in festive fashion, Scratchcard-igans, knitted cardigans designed to look like Scratchcards, complete with a ‘scratchable’ sequin surface. The new limited-edition cardigans are available to be won through a competition on The National Lottery’s Instagram. And, just like a real Scratchcard, the cardigans can be scratched to reveal prizes – with one in four revealing a £500 prize.
To launch the campaign, Tom Daley unveils this season’s must-have in playful social video content, brought to life by creative agency, Atomized. Diving into the world of fashion influencing, Tom parodies popular social media fashion trends with his signature charm and teases fans with an unboxing before revealing the ultimate festive knit live across his Instagram throughout November.
To increase reach and talkability, the campaign has partnered with fashion and lifestyle influencers, including @ellieevelynsmith, @kyronhamilton and @masonblakee, who will also showcase the cardigans on their Instagram channels.
A retail activation ideated by both VCCP & N2O also launches at the end of this month in 30 stores with an in-store photobooth offering shoppers the chance to create custom Christmas cards featuring their face. However, in a fun twist, their face will be covered with foil that needs to be scratched off to find out who it’s from. Plus, there will be a Christmas countdown wall inviting shoppers to open one of the doors for a chance to win an on-the-spot festive prize.
Additional activity and innovations include:
- Rail station takeovers at Waterloo, Manchester Piccadilly and Leeds
- A 3D hologram activation at Westfield, Shepherd’s Bus
- A Global partnership that will comprise mic-down moments, podcasts and branded segments across some of the biggest names in radio
This year’s activity builds on the strategy behind last year’s Christmas campaign, where The National Lottery invited the nation to celebrate Scratchcards by encouraging play that sparks laughter, shared moments and even a bit of friendly rivalry.
The campaign comes after Allwyn found that 51% of consumers surveyed said they would add a Scratchcard to a Christmas card, with 55% commenting they would feature them at a festive meal with family, in research by Two Ears One Mouth.
Steve Parkinson, marketing and brand director at Allwyn, stated, “With Add some play to Christmas, we’re looking to inject some tongue-in-cheek fun and entertainment into the festive season. We’re thrilled to have Tom Daley – the knitwear guru himself – on board to help us launch the Scratchcard-igan, our playful twist on the Christmas jumper.
“We’ve added some new elements and innovations for our players, as we remind people that National Lottery Scratchcards are a fun and exciting addition to Christmas gatherings. And every time someone plays a National Lottery game, they’re helping to raise £30m a week for UK Good Causes – something Olympian Tom knows the value of first-hand.”
Darren Bailes, Global CCO at VCCP, added, “Scratchcards deserved to break out of their dispenser by the till and into Christmas get-togethers. You may be able to hold them in the palm of your hand, but they could win you a massive prize – so bring a lot of fun and excitement to Christmas. We’re also proud to unveil Scratchcard-igans – the ultimate festive fashion that actually functions as a real Scratchcard.”
Credits
Client: Allwyn
Advertising Agency: VCCP
Creative Director: Laura Muse
Copywriter And Art Director: Robbie Field, Henry Westcott
Managing Director: Hannah Fitz-Gerald
Account Director: Jasmine Beale
Account Coordinator: Miles Seymour
Influencer Marketing Director: Portia Round
Influencer Marketing Manager: Ismahane Ileye
Creator: Charlotte Kelly
Social Creative Director: Milan Desai, Rachael Kendrick
Radio Creative: James Lucking-Pham
Senior Planner: Saskia Meagher
Production Agency: Girl&Bear
Integrated Project Director: Romana Kit
Agency Creative Producer: Hettie Rifkin, Michael Davies
Social Producer: Maxine Bicknell
Production Assistant: Felix Borer
Art Director: Jagoda Bugaj
Design Director: Clary Vikstrom, Lee Bodell
Senior Designer: Leila Amin
Midweight Designer: Ayesha Handy,
Senior Post Producer: Heather Mooney
Studio Manager: Scott Mitchell
Artworker: Lee Forster
Associate Digital Project Director: Luke Dougherty
Digital Designer: Štěpán Sebastián Hlouch
Social Content Production & Creative: Atomized Studio
Executive Producer: Faye Stewart
Producer & Director: Amelia Hoppenbrouwers
DoP & Editor: Andrew Tsang
Production Manager: Jasmine Eaton
Talent Management: Freuds
Media Agency: Hearts & Science
Managing Partner: Rebecca Burke
Client Partner: Sophie Whitton
Chief Strategy Officer: Simon Carr
Strategy Partner: Frith Hofmeester
Chief Planning Officer: Tessa Legassick
