Camelot launches 'Dream Big Play Small' messaging
As part of our work to promote healthy play to all National Lottery players, we launched our ‘DREAM BIG PLAY SMALL’ messaging, which reflects and reinforces our guiding principle – lots of people playing a little.
‘DREAM BIG PLAY SMALL’ first appeared in August 2019 on National Lottery in-store digital media screens, on the front of draw-based games tickets, and in all of our marketing and service emails. In September, we spread the word even more widely, with the messaging included in a Scratchcard advert on national television and radio. It also appeared for the first time on in-store posters and point-of-sale material for our ‘£250,000 Birthday’ Scratchcard.
The following month, national-lottery.co.uk went through a brand transformation – with ‘DREAM BIG PLAY SMALL’ integrated across the player journey and appearing on more than 30 different pages. We also added a QR code, which links to the healthy play page on our website, to our Players’ Guide. As a result of this work, we’ve seen a significant increase in the number of visits to the webpage.
In November 2019, the wording was featured on our Christmas Scratchcard posters and point-of-sale material across our retail estate. And, in February 2020, we began printing ‘DREAM BIG PLAY SMALL’ on the reverse of all new Scratchcards, with the messaging due to be visible on all Scratchcards by the end of 2020/21.
We continue to roll out the ‘DREAM BIG PLAY SMALL’ message on even more National Lottery products and in more above-the-line advertising to ensure that we are continuing to promote our healthy play message as extensively as possible.