The Health Lottery

CHALLENGE

Support the UK's biggest brand launch this decade

Convey the unique play mechanics simply, and how health-related charitable causes benefit

Activate consumer Playcards and drive plays

Bring the five wigged heroes in the ad campaign to life

SOLUTION

Our teams had to get their skates on!

30 highly mobile street teams visited High Streets nationwide, targeting key retail outlets

210 events and 1,050 live staffing days over a concentrated 7 day launch period

150 Brand Ambassadors in wigs, white suits and on roller skates

High impact, colourful branded kit and characters ensured everyone got the message by word of mouth

iPads instantly activated consumer Playcards

RESULTS

It is now the world's largest lottery

Tickets now sold in over 40,000 outlets and online

498,308 Playcards distributed

64,998 were activated immediately

909 key retailers supported across 7 live days

6 million ticket sales in week 1