Camelot, the UK National Lottery operator, launched a campaign to celebrate the fact that they are making more National Lottery Scratchcards winners than ever before. As part of Camelot’s ‘Surprising Numbers’ drive, an innovative real-time and destination-specific Digital Out of Home campaign ran across screens at Rail Stations and on the London Underground.
The activity brought to life the number of National Lottery Scratchard winners in a given timeframe by syndicating information from National Rail and Transport for London, to provide tailored messaging based on the next departing train.
The campaign was planned and bought by OMD, Havas and Talon, with production, technology and delivery by Grand Visual. The creative featured a human counter starring normal people with the number of National Lottery Scratchcard winners displayed on their T-Shirts.
The dynamic, geo-targeted campaign was delivered via OpenLoop, where localised messages for each site were entered and then contextualized with the data from National Rail and TfL. For example, commuters arriving at Liverpool Street around 9am for the train to Norwich may be targeted with the message “Winners before the 09:05 to Norwich leaves? 1,562.”
Additional contextual messages ran on supporting screens along important commuter routes and on large-format screens in city centres. The Digital Out of Home activity was part of a broader drive which included TV and press.