The National Lottery is using digital out of home (DOOH) formats to celebrate past winners of Lotto jackpots. The campaign runs on formats including Tesco Live, Digitower and Applegreen digital nationwide. It calls out Castlebar as Ireland’s luckiest town for lotto winners and marks ‘winiversaries’ of specific stores and locations where customers won big.
The campaign is the first devised by Core Creative for the client since the creative advertising account moved from Rothco Accenture Interactive, with media by Starcom and OOH planning and buying by PML Group’s Source out of home. It runs in cycle 11, ending May 31.
Keith Farrell, Source, said leveraging DOOH’s flexible capabilities, the campaign brings a local flavour to a national campaign and reminds and celebrates the joy of winning Lotto. The retail-orientated formats also makes instant call to action more likely,” Farrell added.