National Lottery operator Allwyn has unveiled its multi-channel Christmas campaign, once again placing retail-exclusive Scratchcards at the centre.
Running for six weeks, the ‘Add some play to Christmas’ campaign positions National Lottery Scratchcards as a light-hearted way to bring people together, regardless of the occasion or group. Focusing on themes of togetherness and playfulness, it highlights Scratchcards as a source of fun in real, relatable moments.
As part of the campaign, Allwyn has created ‘Scratchcard-igans’ – knitted cardigans styled to resemble Scratchcards, complete with a scratchable sequin surface. These cardies, available to win via a competition on The National Lottery’s Instagram channel, can be scratched to reveal prizes – with one in four revealing a £500 win.
Former National Lottery-funded Olympic diver and knitting enthusiast Tom Daley is promoting Scratchcard-igans on Instagram throughout November, parodying popular social media fashion trends.
Additional campaign activity includes rail station takeovers and a 3D hologram activation in London.
The campaign follows research by Allwyn showing that 51% of consumers would add a Scratchcard to a Christmas card, while 55% said they would include them at a festive family meal.
To mark the launch of Scratchcard-igans, Allwyn will soon introduce a Bonus Event on the TNL Partners Hub. Retailers should watch for direct communications confirming when the event goes live.
To enter, retailers must upload a photo of their full Scratchcard dispenser. Successful entries will earn £10, and Allwyn will also run a random prize draw in which five retailers will win a Scratchcard-igan.
