National Lottery operator Allwyn has today (10 November) unveiled its multi-channel Christmas campaign, which puts retail-exclusive Scratchcards at its heart.
The six-week Add Some Play to Christmas campaign positions National Lottery Scratchcards as a fun way to come together, no matter the occasion. Centring on the key themes of Christmas togetherness and playfulness, it highlights that Scratchcards add light-hearted entertainment to real, relatable situations.
This year, Allwyn has also created Scratchcard-igans – knitted cardigans designed to look like Scratchcards, complete with a scratchable sequin surface. The limited cardigans are available to be won through a competition on The National Lottery’s Instagram. Just like a real Scratchcard, the cardigans can be scratched to reveal prizes – with one in four revealing a £500 prize.
To celebrate the launch, Allwyn will shortly be launching a Bonus Event on the TNL Partners Hub. Retailers should look out for direct comms from Allwyn confirming when the Bonus Event is live. To enter, retailers will need to upload a picture of their full Scratchcard dispenser to earn £10. Allwyn will also then run a random prize draw with all successful entrants, and five retailers will win one of the Scratchcard-igans.
In addition, National Lottery-funded Olympic diver and knitting enthusiast, Tom Daley, is unveiling this season’s must-have in playful social video content 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’s Instagram throughout November, Tom teases fans with an unboxing before revealing the ultimate festive knit.
Additional activity and innovations for the wider campaign include rail station takeovers at Waterloo, Manchester Piccadilly and Leeds, as well as a 3D hologram activation at Westfield in Shepherd’s Bush.
Steve Parkinson, marketing and brand director at Allwyn, said: “With Add Some Play to Christmas we’re looking to inject tongue-in-cheek fun and entertainment into the festive season. We’re thrilled to have Tom Daley – the knitwear guru himself – on board to help us launch the Scratchcard-igan.
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