- ‘Add some play to Christmas’ campaign launches with influencer-led ‘Scratchcard-igans’ activation, with an exclusive retailer giveaway
- Multi-channel campaign runs until the end of December and puts retail-exclusive Scratchcards front and centre
National Lottery operator Allwyn has today unveiled its multi-channel Christmas campaign, which once again puts retail-exclusive Scratchcards at the heart.
The six-week "Add some play to Christmas" campaign positions National Lottery Scratchcards as a surprisingly fun way to come together, no matter the occasion or the group. 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 created the ultimate in festive fashion, ‘Scratchcard-igans’ – knitted cardigans designed to look like Scratchcards, complete with a ‘scratchable’ sequin surface. These new limited-edition cardigans are available to be won through a competition on The National Lottery’s Instagram. And, 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 of Scratchcard-igans, 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, and they will earn £10 for doing that successfully. Allwyn will also then run a random prize draw with all successful entrants, and five retailers will win one of the limited-edition Scratchcard-igans!
From today (10 November), former National Lottery-funded Olympic diver and knitting enthusiast, Tom Daley, is also unveiling this season’s must-have – the Scratchcard-igan – 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, Shepherd’s Bush.
This year’s activity builds on the strategy behind last year’s Christmas campaign, where The National Lottery invites the nation to celebrate Scratchcards by encouraging play that sparks laughter, shared moments and even a bit of friendly rivalry.
The campaign comes after Allwyn found that 51 per cent of consumers surveyed said they would add a Scratchcard to a Christmas card, with 55 per cent commenting they would feature them at a festive meal with family, in research by Two Ears One Mouth.
“With ‘Add some play to Christmas’, we’re looking to inject some tongue-in-cheek fun and entertainment into the festive season,” said Steve Parkinson, Marketing and Brand Director at Allwyn. “We’re thrilled to have Tom Daley – the knitwear guru himself – on board to help us launch the Scratchcard-igan, our playful twist on the Christmas jumper.
“We’ve added some new elements and innovations for our players, as we remind people that National Lottery Scratchcards are a fun and exciting addition to Christmas gatherings. And every time someone plays a National Lottery game, they’re helping to raise £30m a week for UK Good Causes – something Olympian Tom knows the value of first-hand.”