National Lottery syncs real-time campaign to train timetables

Camelot, the operator of the National Lottery, has today launched an out-of-home campaign that matches messaging to live train departure times at railway stations.

The "surprising numbers" billboards explain how more people than ever before are winning with  National Lottery scratchcards, according to Camelot.

The geo-targeted boards reveal the number of people in the UK who are expected to become scratchcard winners before the next train departs, using data from National Rail and Transport for London, cross-referenced with scratchcard data.

They feature an image of people forming a "human counter’ that displays data on their T-shirts.

Commuters will see messages tailored to their location and the next departing train, such as, "Winners before the 09:05 to Norwich leaves? 1,562."

The campaign was planned and bought by OMD UK, Havas Media and Talon, with production and technology by Grand Visual.

The train data is syndicated using OpenLoop, the digital out-of-home campaign management system. It pulls in train data before contextualising messages for each individual site and pushing them live to the billboards.

Max Lucas, a media strategy manager at Camelot, said: "Clever use of digital out-of-home technology has really brought this campaign to life.

"We have been able to use our data in a unique way, serving up dynamic, targeted, locally-relevant messages that let people know there are more National Lottery Scratchcard winners than ever."

The messages will run across screens at rail stations and on the London Underground.

Jeremy Taylor, an account director at Grand Visual, said: "The key feature of this campaign is the delivery of contextual information that people can relate to. It is a great example of intelligent use of the medium – providing a dynamic, national outdoor campaign that is highly targeted and locally relevant."

The digital out of home activity is part of a broader drive that includes TV and press.

Additional contextual messages will run on supporting screens along key commuter routes, and on large screens in city centres.

In September, the National Lottery relaunched its revamped flagship Lotto game with an advertising campaign created by Abbott Mead Vickers BBDO, featuring a cover of the 1972 song ‘Ooh-wakka-doo-wakka-day’ by Gilbert O’Sullivan with new lyrics.

This article was first published on campaignlive.co.uk

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer