I just watched the UK National Lottery’s new storytelling-styled ad aimed at selling more lottery tickets.
I understand their need to ride the Olympics wave, but I’m not sure it works.
Something about it is contrived.
Target Audience: Your regular Punter; But What is a Lottery funder?
The National Lottery describes lottery funding as follows:
For every £1 that the public spends on Lottery tickets 28 pence goes to the Lottery good causes. These are the arts, charities, voluntary groups and social enterprises, heritage, health, education, the environment and sports. Lottery funders are the organisations that distribute the good causes money to local communities and national projects.
Here’s what they say about their ad (targeting lottery ticket buyers)…
Inspired by the story of 800 metres runner Jenny Meadows’ mother, our newest TV advert looks at how National Lottery funding helps British athletes achieve their dreams.
Thanks to TNL players we’re helping over 1,200 British athletes fulfil their dreams at London 2012 and beyond. No-one has contributed more to our athletes than our players.
Why a Storytelling-Styled Ad Does Not Work for the National Lottery
The National lottery, by its nature, feeds off of people’s greed and/or desperation for money.
Its target audience do not really care about such stories.
With or without an investment in such contrived ads, the national lottery will keep on selling tickets. Ads such as these are a wast of money.
I say stick to humour.
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New age adman, corporate brand storyteller and proud father of 2 incredible kids. Omar is Chief Strategy Officer at Sandstorm Digital; a content marketing agency headquartered in Dubai.
Omar has over 20 years experience in marketing and advertising, the last 10 years being in digital within large media agency environments. During that time, Omar developed and implemented cutting edge campaigns for some of the world's best known brands.
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