{"id":20619,"date":"2025-11-10T15:50:27","date_gmt":"2025-11-10T15:50:27","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20619"},"modified":"2025-11-19T16:18:04","modified_gmt":"2025-11-19T16:18:04","slug":"scratchcard-igans","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/allwyn\/scratchcard-igans","title":{"rendered":"Scratchcard-igans"},"content":{"rendered":"
\n
\n\n
\n \n
\n
\n\n \n \n \"\"\n <\/picture>\n\n <\/div>\n <\/div>\n
\n
\n\n \n \n \"\"\n <\/picture>\n\n <\/div>\n <\/div>\n \n <\/div>\n\n <\/div>\n<\/section>\n<\/div>\n\n
\r\n
\r\n \r\n
\r\n \r\n
\r\n

National Lottery operator <\/span>Allwyn<\/a><\/strong> has today unveiled its multi-channel Christmas campaign, with the first in a series of activations being fronted by former National Lottery-funded Olympic diver and knitting enthusiast Tom Daley<\/strong>.<\/span><\/p>\n

Created by Allwyn in partnership with <\/span>VCCP<\/a><\/strong>, planned by <\/span>Hearts & Science<\/strong>,<\/span><\/a> with social video production and talent execution by Atomized Studios and Freuds, the six-week \u2018Add some play to Christmas\u2019 campaign positions National Lottery Scratchcards as a surprisingly fun way to come together, no matter the occasion or the group. Centring on the key themes of Christmas togetherness and playfulness, it highlights that Scratchcards add light-hearted entertainment to real, relatable situations.\u00a0\u00a0<\/span><\/p>\n

This year, Allwyn has created the ultimate in festive fashion, \u2018Scratchcard-igans\u2019 \u2013 knitted cardigans designed to look like Scratchcards, complete with a \u2018scratchable\u2019 sequin surface. These new limited-edition cardigans are available to be won through a competition on The National Lottery\u2019s Instagram. And, just like a real Scratchcard, the cardigans can be scratched to reveal prizes \u2013 with one in four revealing a \u00a3500 prize.\u00a0<\/span><\/p>\n

Tom Daley unveils this season\u2019s must-have \u2013 the Scratchcard-igan \u2013 in playful social video content, brought to life by creative agency Atomized, which launches the campaign. Diving into the world of fashion influencing, Tom parodies popular social media fashion trends with his signature charm. Going live across Tom\u2019s Instagram throughout November, Tom teases fans with an unboxing before revealing the ultimate festive knit.\u00a0\u00a0<\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

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\u2019s 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. <\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

\r\n \t\t

Additional activity and innovations include:\u00a0<\/span><\/p>\n

    \n
  • Rail station takeovers at Waterloo, Manchester Piccadilly and Leeds<\/span><\/li>\n
  • A 3D hologram activation at Westfield, Shepherd\u2019s Bus<\/span><\/li>\n
  • A Global partnership that will comprise mic-down moments, podcasts and branded segments across some of the biggest names in radio<\/span><\/li>\n<\/ul>\n

    This year\u2019s activity builds on the strategy behind last year\u2019s Christmas campaign, where The National Lottery invites the nation to celebrate Scratchcards by encouraging play that sparks laughter, shared moments and even a bit of friendly rivalry.<\/span><\/p>\n

    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.<\/span><\/p>\n

    Darren Bailes, Global CCO at VCCP, added<\/b>:\u00a0\u201cScratchcards 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 \u2013 so bring a lot of fun and excitement to Christmas. We\u2019re also proud to unveil Scratchcard-igans \u2013 the ultimate festive fashion that actually functions as a real Scratchcard.\u201d<\/span><\/p>\n

    Simon Carr, Chief Strategy Officer at Hearts & Science, added<\/b>:\u00a0\u201cChristmas is coming and it\u2019s time to sprinkle some scratchcard magic! This season, we\u2019ll be lighting up every channel \u2014 from TV screens to social feeds \u2014 to show the nation how a simple scratchcard can turn any festive moment into a burst of unexpected joy. With Scratchcard-igans bringing an additional element of fun, this campaign is set to bring hope and laughter to celebrations everywhere \u2014 all while reminding players that every ticket helps support the incredible Good Causes funded by The National Lottery.\u201d<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

    \r\n
    \r\n
    \r\n