{"id":19383,"date":"2024-11-25T14:14:03","date_gmt":"2024-11-25T14:14:03","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19383"},"modified":"2024-11-28T11:58:07","modified_gmt":"2024-11-28T11:58:07","slug":"musical-scratchcards","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/musical-scratchcards","title":{"rendered":"Musical Scratchcards"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z2bLdoC wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Today <\/span><b>Allwyn<\/b><span style=\"font-weight: 400\">, operator of <\/span><b>The National Lottery,<\/b><span style=\"font-weight: 400\"> launches its Christmas campaign, which celebrates the entertaining ways adults come together to play Scratchcards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The integrated Christmas campaign is the first created by <\/span><b>VCCP London <\/b><span style=\"font-weight: 400\">since winning the account in 2023 and celebrates the fun, away from the phone, interactive role Scratchcards play in social moments &#8211; festive gatherings being a perfect example.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This campaign \u2018Musical Scratchcards\u2019 invites the nation to embrace Scratchcards by encouraging play that sparks laughter, shared moments, and even a bit of friendly rivalry. From around the dinner table to other imaginative games, Allwyn\u2019s goal is to make Scratchcards a part of group traditions that families with older children can look forward to each year.<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP\u2019s global content creation studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> worked with acclaimed director Steve Rogers and Biscuit to bring the spot to life. It captures a family enjoying their annual game of \u2018Musical Scratchcards\u2019 where each family member takes a turn scratching. As the Stratchcards are passed around, the excitement and laughter build, with friendly bickering adding to the joyful chaos that makes gatherings memorable. The film comes to an end with the iconic scratch of the card, perfectly capturing the playfulness of the simple yet meaningful<\/span> <span style=\"font-weight: 400\">ritual.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign is fully integrated and includes a National Lottery Good Cause choir, called VoxSkool, singing a bespoke version of \u201812 Days of Christmas\u2019 on radio, a social campaign that shows local community groups Deal Dippers and Swindon Skaters showing how they play with Scratchcards during Christmas alongside a print campaign across press and OOH. Additional activity includes a takeover of the entire WHSmiths store in Victoria Station with static window posters and in-store retail media and activation, led by <\/span><b>VCCP Retail<\/b> <b>Experience<\/b><span style=\"font-weight: 400\"> and produced by <\/span><b>Girl&amp;Bear.<\/b><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Steve Parkinson, Brand and Marketing Director at Allwyn, <\/b><span style=\"font-weight: 400\">said: <\/span><span style=\"font-weight: 400\">\u201cChristmas is all about shared moments, many times involving games and a healthy dose of competitiveness! National Lottery Scratchcards are all about adding some fun and excitement \u2013 so are the perfect thing to bring along to festive gatherings. Hopefully some big festive winners will be made, but of course, each moment of play also contributes to UK Good Causes \u2013 so it really is a win-win.\u201d<\/span><\/p>\n<p><b>Darren Bailes, Global Chief Creative Officer at<\/b><b> VCCP, <\/b><span style=\"font-weight: 400\">added: \u201dWe did a piece of research all about Scratchcards &#8211; and learnt the weird and wonderful games, and traditions that people already have. This work will share those ideas with everyone, in the hope that more traditions and games are invented. The cast was stellar and Steve, our director, brought out some incredible performances in the film.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">This marks Allwyn&#8217;s third major campaign since taking on the role of National Lottery operator, with a focus on introducing exciting new experiences and raising funds for Lottery-supported projects. This year\u2019s scratchcards are bespoke for 2024 and feature a cracker, gift tag and Christmas card.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run across social, radio, AV, OOH, press and YouTube for six weeks, with media planning and buying handled by<\/span> <span style=\"font-weight: 400\">Hearts &amp; Science<\/span><b>. <\/b><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-ZhmOMK wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1032026818?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19383","work","type-work","status-publish","hentry"],"acf":{"client_id":"17796","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19385,"id":19385,"title":"AV Image","filename":"AV-Image.jpg","filesize":2286127,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/musical-scratchcards\/attachment\/av-image","alt":"","author":"64","description":"","caption":"","name":"av-image","status":"inherit","uploaded_to":19383,"date":"2024-11-21 16:37:24","modified":"2024-11-21 16:37:24","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"The National Lottery reveals first Christmas campaign  with VCCP and Hearts &amp; Science","meta-description":"Today Allwyn, operator of The National Lottery, launches its Christmas campaign, which celebrates the entertaining ways adults come together to play Scratchcards. ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/11\/AV-Image-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17793,"post_author":"64","post_date":"2024-02-06 13:08:17","post_date_gmt":"2024-02-06 13:08:17","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"910401696\",\"blockId\":\"1rgmy0\",\"blockUniqueClass\":\"lazyblock-video-1rgmy0\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eAllwyn\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the first new operator of The National Lottery in nearly 30 years, will tomorrow launch its opening campaign, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWill you be next?\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, as it takes over the reins on 1 February. Over the course of its 10-year licence, Allwyn\u2019s overarching ambition is to offer more games, attract more players, inject more entertainment, create more winners, and raise more money for National Lottery-funded projects.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFocusing on the most loved millionaire maker game, Lotto, the campaign builds anticipation and asks viewers to guess who could be the latest millionaire winner. It also officially kicks off Allwyn\u2019s new marketing strategy, which focuses on attracting new players and showcasing The National Lottery\u2019s individual product brands.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in collaboration with integrated creative agency, \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, with media planning and buying managed by \\u003c\/span\\u003e\\u003cb\\u003eHearts \\u0026amp; Science\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the campaign centres around a series of films, directed by Ed Rosie through \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear Studios\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, set in everyday locations \u2013 including the \u2018Chippy\u2019, \u2018Cinema\u2019 and \u2018Newsagent\u2019. These encourage audiences to play along and guess who the winners are in these familiar settings.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign reminds players that, on average, Lotto creates two millionaires every week and the gamification element of the ads captures the fun of play. In each spot, the camera pans around a busy room speculating on who could be the winner in the scene before revealing the new millionaire. The games are played out in each deliverable from six-second social to traditional TVC, with each scene filmed multiple times to keep people guessing.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP has also developed a new brand world for Lotto \u2013 with new assets across audio, visual and motion \u2013 which will be visible across all of the campaign and channels.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe D\/OOH includes mirrored special builds \u2013 which were produced by Talon \\u0026amp; Grand Visual \u2013 that carry the wording \u2018The next millionaire could be staring you in the face\u2019. Meanwhile, see-through billboards in iconic locations around the UK \u2013 including in London, Liverpool, Leeds and Cardiff \u2013 continue this theme with messaging such as \u2018The next millionaire could be outside King\u2019s Cross Station\u2019, inviting passers-by to imagine who in the crowd might win next. Key messaging that \u2018Lotto makes two millionaires a week on average, will you be next?\u2019 reinforces belief as a driver for engagement.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHearts\u2019 high impact, digital-first media strategy will create a step-change in National Lottery advertising and will see ads running across a breadth of digital video and social channels, TV, impactful outdoor, print and many more.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLotto is The National Lottery\u2019s original draw-based game, launched in 1994. It is the UK\u2019s foremost millionaire maker game and, in addition to creating thousands of millionaires in that time, has returned a phenomenal amount of money back to National Lottery-funded projects.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLucy Buckley, Chief Commercial Officer at Allwyn, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cLotto is the heart and soul of The National Lottery, so of course this had to be the first campaign we went live with. As we take on the treasured institution that is The National Lottery, we\u2019re so excited to re-imagine Lotto and solidify its place with new players and consumers, as well as to attract back some of those who might have stopped playing along the way. With an average of two Lotto millionaires made every week and an incredible \u00a34 million raised for National Lottery-funded projects every day from all of its games, The National Lottery really does change lives every day \u2013 and this campaign is the first step in our journey of communicating this far and wide.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDarren Bailes, Global CCO at\\u003c\/b\\u003e\\u003cb\\u003e VCCP Group, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201cOver the years, Lotto has lost a bit of that sense of fun and anticipation. We wanted to bring back those emotions, so built our campaign idea around them \u2013 with ads you can play along with too. The fact that Lotto makes two millionaires a week on average is amazing and something that many people don\u2019t know. So, we wanted to shout this from the rooftops and remind everyone that normal people, in normal places, become millionaires every week. People at the supermarket, in the cinema, at the park, the newsagent, the hairdressers, the chippy \u2013 the possibilities are endless. So, will you be next?\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will launch across TV, VOD, cinema, social, print, digital, D\/OOH and special builds, and will run until 30 September 2024. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1m2WMh\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1m2WMh\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Today is just the first step on a journey that will leave the nation seeing, feeling and experiencing a renewed National Lottery. One that is more representative, more inclusive, more innovative and, importantly, more fun. \",\"quotee\":\"Garrett O\u2019Reilly, CEO at Hearts \\u0026amp; Science\",\"blockId\":\"Z1kXTVh\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1kXTVh\"} \/-->","post_title":"Will you be next?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"will-you-be-next","to_ping":"","pinged":"","post_modified":"2024-02-06 13:41:30","post_modified_gmt":"2024-02-06 13:41:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17793","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17982,"post_author":"64","post_date":"2024-03-28 12:20:24","post_date_gmt":"2024-03-28 12:20:24","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"928070317\",\"blockId\":\"tb1ll\",\"blockUniqueClass\":\"lazyblock-video-tb1ll\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eAllwyn\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, operator of The National Lottery, is launching a brand new campaign for its Set for Life game, which breaks this Sunday (31st March). The campaign aims to appeal to new audiences and includes a collaboration with multi-award winning producer and musician \\u003c\/span\\u003e\\u003cb\\u003eFraser T. Smith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new digitally-led campaign - which follows hot on the heels of an unmissable campaign for the flagship Lotto game - was created by \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand media agency, \\u003c\/span\\u003e\\u003cb\\u003eHearts \\u0026amp; Science\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. It focuses on the repeatability of winning with Set for Life - a draw-based game that takes place on Mondays and Thursdays, where people are playing for a top prize of \u00a310,000 every month for 30 years - and has been designed to engage and entertain within social media and short formats, as well as being supported by longer 20\u201d and 30\u201d formats in VOD, TV and Cinema\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the work, VCCP has created a distinctive brand world for Set for Life, designed to set it apart from other National Lottery games. One of the key campaign elements is a brand new track, \u2018Win on Repeat\u2019 which was produced by Fraser and which is woven throughout the integrated campaign. The assets also borrow imagery from fashion, music and film culture to create content which doesn\u2019t look like a traditional National Lottery ad campaign.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eProduced by integrated content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear Studios, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ethe 30\u201d film and visual approach is designed to look more like a music video than an ad, using mixed media of joyful moments to focus on the feeling of winning again, and again, and again. This is designed to replicate the experience of winning the unique top prize of \u00a310,000 every month for 30 years, and the amazing life upgrades that this could offer.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film was a collaboration between award-winning French director Luc Janin and Fraser, and combines a mix of visuals, beats and music. Fraser has produced music for numerous chart-topping artists including Adele, Stormzy, Gorillaz, Dave and Britney Spears. He also releases music as Future Utopia, winning multiple songwriting and production awards including two Grammys and three Ivor Novellos.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe emotive triptych visuals and music feature across all campaign elements, and other features include a high-impact OOH display at London\u2019s Outernet and landmark OOH sites around the UK, including in Liverpool and Newcastle. As the campaign aims to bring in new players, the strategy behind it was also radically different to what would typically be expected from a National Lottery campaign, focusing more on cultural moments and shared experiences than traditional ad messaging.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSteve Parkinson, Brand and Marketing Director at Allwyn, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cWe only took the reins as operator of The National Lottery on 1st February, but in that time we\u2019ve had not one - but two - campaigns straight out of the traps. The first was naturally for the flagship Lotto game, and now we\u2019re focusing on Set for Life with a completely new and innovative approach. This speaks to Allwyn\u2019s much greater emphasis on the individuality of the National Lottery games themselves - not just what\u2019s on offer to be won, but also in terms of the National Lottery-funded projects players are supporting simply by buying a ticket. And with Set for Life\u2019s distinctive top prize of \u00a310,000 a month for 30 years, we had a great time dreaming up all the deluxe life upgrades this could offer - all set to the thrumming beats of Fraser\u2019s beautifully crafted track.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eFraser T. Smith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cWhen I was first approached by the Allwyn team about creating the soundtrack for the new Set for Life campaign, the brief immediately appealed to me - it was disruptive, fresh and imaginative. Working alongside Luc and the team at VCCP and Girl\\u0026amp;Bear was a really dynamic partnership, shaping the music to the visuals and vice versa. To be working with The National Lottery, which generates so much funding for projects - including music-based initiatives across the UK - feels very satisfying.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDarren Bailes, Global CCO at\\u003c\/b\\u003e\\u003cb\\u003e VCCP Group, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \u201dIf you win Set For Life, you win the lottery but in a different way to winning Lotto. We wanted to create a campaign that resonates with young people and has a completely different shape to anything you'd expect from The National Lottery. Working with legends like Fraser and Luc, we were able to create something original and fresh that captures the emotion of winning.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Carr, Chief Strategy Officer at Hearts \\u0026amp; Science UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cAs we continue with our mission to help Allwyn reinvigorate The National Lottery, it is fantastic to see the new Set for Life campaign launch - bringing something fresh and different to both existing and new audiences using a range of category entry points to increase relevancy and participation. With unmissable, high impact formats going live across the UK to mark the campaign\u2019s launch, Set for Life will capture the attention of those who daydream about the future\u2026 only this time they can Win on Repeat.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will go live in a peak spot on Sunday 31st March during the Manchester City v Arsenal game, with the rest of the campaign going live across TV, social, radio, D\/OOH and CRM on Monday 1st April. It runs until 12th May, with media planning and buying managed by Hearts \\u0026amp; Science.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis is the second major campaign for Allwyn since taking over as operator of The National Lottery in February 2024. Over the course of its 10-year licence, Allwyn\u2019s overarching ambition is to offer more games, attract more players, inject more excitement, create more winners, and raise more money for National Lottery-funded projects.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1u2liW\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1u2liW\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We wanted to create a campaign that resonates with young people and has a completely different shape to anything you'd expect from The National Lottery.\",\"quotee\":\"Darren Bailes, Global CCO at VCCP Group\",\"blockId\":\"ZugQQq\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZugQQq\"} \/-->\n\n<!-- wp:video -->\n<figure class=\"wp-block-video\"><\/figure>\n<!-- \/wp:video -->\n\n<!-- wp:video -->\n<figure class=\"wp-block-video\"><\/figure>\n<!-- \/wp:video -->","post_title":"Win On Repeat","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"win-on-repeat","to_ping":"","pinged":"","post_modified":"2024-08-12 10:01:40","post_modified_gmt":"2024-08-12 09:01:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17982","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16341,"post_author":"61","post_date":"2023-07-03 12:47:34","post_date_gmt":"2023-07-03 11:47:34","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAllwyn, the incoming operator of The National Lottery, today announced the appointment of Leo Burnett and VCCP as joint creative advertising agencies for The National Lottery for the first two years of the upcoming Fourth Licence, which starts in February 2024.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGlobal advertising agency, Leo Burnett, has been appointed to develop compelling campaigns for The National Lottery brand, along with working on a revamped proposition for instant lottery games and looking at how to better link National Lottery games with Good Causes.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eGlobal integrated communications agency, VCCP, will oversee marketing communications for the Lotto and Set For Life games, along with managing rollover and jackpot-specific campaigns for draw-based games more generally.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAllwyn has taken a roster approach to appointing advertising agencies for The National Lottery for the first time. This approach will better enable Allwyn\u2019s focus on driving increased awareness for individual product brands. In turn, this will lead to an increased number of campaigns and maximise reach.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBringing a strong track record of strategic thinking and creative nous, Leo Burnett will provide a team headed by CEO, Charlie Rudd, that has been integral on many projects \u2013 including, most notably, the successful repositioning of McDonald\u2019s in the UK.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith proven credentials in building brands that connect on an emotive level with the British public \u2013 including highly successful campaigns for Cadbury and Compare the Market \u2013 VCCP will provide a team headed by Managing Director, Hannah Fitzgerald.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAllwyn\u2019s brief to the respective agencies is to create campaigns that help bring its vision for The National Lottery under the Fourth Licence to life: that is to grow The National Lottery in a safe and responsible way, enabling it to return more to Good Causes, by increasing the relevance of The National Lottery and introducing the range of games to new audiences responsibly.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLeo Burnett and VCCP will now get to work on developing campaigns which will roll out from 1 February 2024, in line with the start of the Fourth Licence.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eBusiness consultancy, Ingenuity, managed the agency pitch process for Allwyn. As part of that, Allwyn has signed up to the Pitch Positive Pledge, which supports making the pitch process more intentional, accountable and responsible for both advertisers and agencies.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eAn Allwyn spokesperson said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \u201cWe\u2019re delighted to appoint these two leading agencies to support our vision for The National Lottery. The competitiveness of the pitch process demonstrates the appeal The National Lottery holds to many people. We\u2019re looking forward to both agencies coming up with effective, compelling campaigns to further broaden that appeal, making The National Lottery even more relevant to more people in a safe and sustainable way.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z9ILbF\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z9ILbF\"} \/-->","post_title":"Allwyn appoints VCCP and Leo Burnett to marketing roster","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"allwyn-appoints-vccp-and-leo-burnett-to-marketing-roster","to_ping":"","pinged":"","post_modified":"2023-07-03 12:47:34","post_modified_gmt":"2023-07-03 11:47:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16341","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/19383","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=19383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}