Lottoland launches “slightly disturbing” UK ad campaign
New creative campaign aims to use humour to cut through the “competitive” gaming sector
Lottoland will today launch its self-confessed “slightly disturbing” UK ad campaign under the tagline “Get your fingers in more pies with Lottoland!”.
The multi-media campaign debuts in the ad-break of Hunted on Channel 4 this evening, and will appear in broadcast programming including Through the Keyhole on ITV.
The lead film emphasises that Lottoland lets customers get their fingers in as many pies as possible, using quite literal imagery.
The campaign will also feature on dynamic TV, broadcast VOD, social media, pre-rolls, radio, OOH and digital display.
“The gaming sector is highly competitive and we needed a creative idea that stands out,” Dan Sherratt, UK head of marketing of Lottoland said.
https://www.youtube.com/watch?v=1Kr3D3HAVTA
“The team at Nonsense delivered, and the film clearly puts the message across, with humour.”
The ad was created in partnership with creative agency Nonsense, whose creative partner Rob Mosley added: “We knew this simple-yet-weird analogy would provide cut-through for this audience – and we’re looking forward to raising awareness of how Lottoland enables you to bet on different lotteries from all around the world.
“Shooting content featuring a guy fingering pies without it being creepy was a real challenge… but we think we cracked it!”
Lottoland finished 18th in this year’s Power 50, but suffered a setback in late November when the UK Government revealed plans to ban bets on Euromillions.