National Lottery | Millionaire Raffle
Millionaire Raffle guarantees one millionaire will be made over Christmas. The challenge was to reframe the product as a gifting opportunity as opposed to buying a lottery ticket for yourself. The Raffle is a perfect Christmas stocking-filler or Secret Santa gift, the type of gift that takes little thought, is perfectly priced and can be picked up from any newsagent. However, how would you feel if you gifted the winning ticket Christmas is a time for giving, so our campaign asked who would you buy a ticket for? But, more importantly, we asked how would you feel if you made someone else a millionaire?
For our headlines, we wanted a typeface that felt ‘Christmassy’ but also elegant. So we created our own bespoke typeface.
Our key artwork opened up the conversation of potentially having to add caveats if you gift a Millionaire Raffle ticket.
Conditions Card : Our Millionaire Raffle Ticket is traditionally sold with an envelope, but this year we added something new: a Conditions Card. Simply use this card to set any stipulations you would like to make before gifting the ticket. You know, just in case.
VOX POPS : We took to the streets to ask people if they would be happy to make someone else a millionaire!
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