What Makes a Memorable Lotto Marketing Campaign?
Being memorable is arguably one of the most important things a successful advertising campaign needs to achieve and professionals in the business use many tactics to ensure their slogan sticks in the minds of viewers.
The lottery industry is a fiercely competitive one and therefore the standard of ads for draws all over the world is very high.
Indeed, some of the most memorable adverts ever broadcast on television are promoting the lottery and here is a nutshell guide to the different techniques used to reel players in.
Humorous adverts appeal to most viewers because they are entertaining, which could make it the ideal device for promoting a lottery campaign.
The Viking Lotto – a pan-Scandinavian game – has a long history of using comedy in its commercials.
A recent advert features a normal guy who is seen driving a convertible with an attractive woman touching his knee affectionately. The bubble is burst when the man wakes up to his real surroundings – a train with an old woman fondling his leg. However, the ad concludes optimistically, as the woman from the dream is sitting opposite him giggling at his circumstances, closing with the slogan “imagine winning”.
Action and adventure
Action scenes are a great means of attention-grabbing and a recent commercial promoting EuroMillions lottery tickets succeeded in doing this with a big-budget campaign featuring a group of armed men flying in a fleet of helicopters to a remote tropical island.
After landing, the epic scene concludes with the guys firing their weapons – which are actually paintball guns – demonstrating the crazy dreams lottery players could realise if they win the jackpot.
This memorable commercial appeals to younger males, but the rest of its viewership can playfully roll their eyes and laugh at the idea this is some men’s idea of a great way to spend a windfall.
Warm and fuzzy
What better way to grab people’s attention and touch their hearts than featuring cuddly animals in an advert?
The New York Sweet Million regularly uses cute critters in its campaigns, placing pets such as rabbits, puppies and kittens in adorable anthropomorphised poses before showing the lotto’s apt slogan “New York Sweet Million is sweeter than sweet, which is sweet”.
The power of celebrity
Finally, the power of celebrity is a tool no marketing professional would ignore and the UK National Lottery for many years ran a successful campaign fronted by internationally-renowned comedian Billy Connolly.
In the commercial, the stand up heavyweight entices viewers to play the lottery by saying the slogan “Don’t live a little, live a lotto”, with his memorable Glaswegian accent emblazoning the motto on people’s minds.
Austin Weaver loves cricket and rugby, but his real passion is traveling. During the day he is a content and blog writer for www.thelotter.com online lottery ticket and result website, which sells lottery tickets throughout the world.