The Challenge

We wanted to get an audience of millennials excited about buying scratchcards and to make them think winning is a daily possibility.

The Insight

We know the prospect of winning little and often is more likely to hook our millennial audience than one big prize. We also identified that fun and personality would be necessary to help change this age-group’s perceptions of scratchcards being old and outdated.

The idea

Fronted by Made In Chelsea star and heat radio presenter Jamie Laing, we gave audiences the chance to get lucky and win every day across the month of November as part of a tongue-in-cheek social video-content series.

Execution

Results

Camelot recorded a 5% sales increase over November-January

(compared to the previous year)

Won Best Multi-Platform Campaign at the Magnetic Spotlight Awards