{"id":233525,"date":"2025-05-09T22:59:13","date_gmt":"2025-05-09T22:59:13","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/vccp-turns-national-lottery-scratch-cards-into-a-real-life-game\/"},"modified":"2025-05-09T22:59:13","modified_gmt":"2025-05-09T22:59:13","slug":"vccp-turns-national-lottery-scratch-cards-into-a-real-life-game","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=233525","title":{"rendered":"VCCP turns National Lottery scratch cards into a real life game"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"the-post\">\n<p><!-- .entry-header-outer \/--><\/p>\n<div class=\"entry-content entry clearfix\">\n<p>Allwyn is seeking out a new generation of National Lottery players with a campaign designed to tempt digital-weary younger consumers to \u201cAdd some play\u201d into their lives. A group of friends is sent on a real-life scavenger hunt for scratch cards in a bid to position the game as a natural part of their social life.<\/p>\n<p>The digital switch off message is becoming a theme for marketers, as we saw in Heineken\u2019s <a href=\"https:\/\/www.moreaboutadvertising.com\/2025\/05\/heineken-and-the-industrys-love-hate-relationship-with-social-media\/\">recent campaign<\/a> to get everyone down the pub.<\/p>\n<p><iframe loading=\"lazy\" title=\"National Lottery Scratchcards 'Add Some Play'\" src=\"https:\/\/player.vimeo.com\/video\/1082560323?h=58a5a17e49&amp;dnt=1&amp;app_id=122963\" width=\"780\" height=\"439\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media\"><\/iframe><\/p>\n<p>Ben Brown,\u00a0head of media and channel activation, Allwyn, says: \u201cScratchcards have always been a bit of quiet fun \u2013 we saw an opportunity to show how they can bring a bit of joy to everyday social moments too. \u2018Add Some Play\u2019 is all about adding some play to everyday moments, with this instalment putting a game of \u2018Scratchcard Scavenger Hunt\u2019 at the centre of a summer getaway with friends.\u201d<\/p>\n<p>Darren Bailes, global CCO at VCCP, says: \u201cWe wanted to take the joy of Scratchcards and inject it into real, spontaneous moments \u2013 on a weekend away with mates, at bingo with friends. It\u2019s a light-hearted campaign with real warmth, all about showing how a simple idea can create a spark of connection.\u201d<\/p>\n<p>MAA creative scale: 6.5<\/p>\n<\/p><\/div>\n<p><!-- .entry-content \/--><\/p>\n<p>\t\t<!-- .share-buttons \/--><\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Allwyn is seeking out a new generation of National Lottery players with a campaign designed to tempt digital-weary younger consumers to \u201cAdd some play\u201d into their lives. A group of friends is sent on a real-life scavenger hunt for scratch cards in a bid to position the game as a natural part of their social [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":233526,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[933,1256,3333,22715,5306,482,1660,3816,56828],"dealstore":[],"offerexpiration":[],"class_list":["post-233525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-cards","tag-game","tag-life","tag-lottery","tag-national","tag-real","tag-scratch","tag-turns","tag-vccp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>VCCP turns National Lottery scratch cards into a real life game - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=233525\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"VCCP turns National Lottery scratch cards into a real life game - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Allwyn is seeking out a new generation of National Lottery players with a campaign designed to tempt digital-weary younger consumers to \u201cAdd some play\u201d into their lives. 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