Folk VML has launched a new campaign for the National Lottery to support the biggest changes to Lotto in eight years, including improved jackpot odds, a third weekly draw and a fourfold increase in the Lotto Plus 2 top prize.
Called “You’ll See the Signs,” the campaign is based around the idea that if the changes create more Lotto winners and millionaires, the evidence will gradually begin to appear in everyday Irish life.
The number of balls in the Lotto draw has been reduced from 47 to 45, improving the odds of winning the jackpot from one in 10.7 million to one in 8.1 million. The change also improves the odds across the other prize tiers in Lotto, Lotto Plus 1 and Lotto Plus 2.
The Lotto Plus 2 top prize has increased from €250,000 to €1 million, while a new Monday draw has been introduced alongside the existing Wednesday and Saturday draws.
Rather than concentrating on the moment somebody wins, You’ll See The Signs looks at the small clues that might begin appearing around the country if Lotto millionaires become more commonplace.
The campaign is running nationally across TV, AV, outdoor, radio and social, with executions developed specifically for the different channels. Media planning and buying is handled by Starcom.
“This is a really exciting time for Lotto, with less balls, better odds and more chances to win,” said Anne Mulcahy, chief marketing officer, National Lottery.
“You’ll See the Signs gives us a way to make that change feel real and appropriately motivating, rather than technical. If we are creating more winners and more millionaires, then sooner or later we expect the signs will start appearing all around us.”
Jonny Cullen, creative director at Folk VML, said the campaign needed to engage consumers before explaining the mechanics of the changes.
“People aren’t necessarily thinking about the fact that Lotto has gone from 47 balls to 45, so the work has to earn its way in before it explains anything,” he said.
“We built it to capture attention with one emotional thought, that there are more millionaires out there, and to sustain it by making every sign a small puzzle you want to solve.”
The first draw under the revised format took place on Saturday, Sept. 5, with the first Monday Lotto draw following on Sept. 7.
Credits
Client: National Lottery
Chief Marketing Officer: Anne Mulcahy
Head Of Brand: Maebh Gleeson
Senior Brand Manager: Kate Mc Manus
Brand Manager: Stephen Cleary
Creative Agency: Folk VML
Managing Director: Enda Kelly
Chief Creative Officer: Karl Waters
Creative Director: Jonny Cullen
Associate Creative Director: Stephen Kelly
Senior Art Director: Orla Byrne
Account Director: Luke Mulligan
Senior Account Manager: Ciara Ní Dhonnacha
Head Of Planning: Eimear Fitzmaurice
Planning Director: Kim Comiskey
Head Of Production: Michael Cullen
Senior Producer: Eric Brindley
Media Agency: Starcom
Business Director: Eimear McCabe
Client Director: Ruth Barry
Senior Client Manager: Megan LaSalle
BTL Agency: Oliver
Account Manager: Andy Mynes
Graphic Designer: Elaine Meehan
