National Lottery Counts Down to its New Year’s Millionaire

PML Group delivered a dynamic Digital Out of Home (DOOH) campaign for the National Lottery using its proprietary dynamic platform over the Christmas period. Classic roadside and retail 6 Sheets were used to support the Dynamic digital with Bus Shelters, Adshel and Adbox as well as 48 Sheets and T-Sides all hosting the National Lottery campaign for coverage building and repeat viewing.

The National Lottery utilized the platform to create an optimised Outdoor campaign for its New Year’s millionaire raffle across digital screens nationwide. To build anticipation for the midnight raffle , the campaign encompassed a live countdown clock, which ticked down to New Year’s Eve when the winning ticket was drawn. The Dynamic element of the campaign kicked in on Christmas Eve and ran until New Year’s Eve.

The live countdown clock featured on a variety of retail digital networks such as Clear Channel’s Adshel and Tesco Live screens, Exterion Media’s dPods and dX screen and JCDecaux’s iVision.

New research conducted by Amarach on behalf of PML Group shows OOH campaigns featuring dynamic elements can enjoy a 18% uplift in effectiveness and a 24% uplift in those stating the campaign is appealing.

According to Scott Molloy, account manager at Source out of home: “Our proprietary dynamic platform allowed us to deliver a contextually relevant advertising at scale and in real time across multiple DOOH networks for our clients using a multitude of scheduling and content triggers. This technology was the perfect tool enabling us to deliver on brief for the National Lottery driving excitement and awareness at screen right through to purchase. This campaign encompassed advertising across the entire OOH sphere using an array of formats in classic and digital whilst cleverly utilising our dynamic platform allowing for live content served across a variety of digital screens at the right time and in the right place. “

Media: Starcom

Creative: Rothco

OOH Specialist: Source out of home