Allwyn, operator of The National Lottery, has launched a bold new summer campaign for Scratchcards titled ‘Add Some Play’. Developed by the creative agency VCCP and supported by media strategy from Hearts & Science, this campaign aims to reposition Scratchcards for a new generation of players, expanding their appeal beyond the usual demographic.
The campaign is the latest installment of ‘Add Some Play’, which originally launched last Christmas, and it builds on the insight that Scratchcards can spark connection and shared enjoyment in group settings. The creative direction emphasizes the entertaining ways adults come together to play games, showcasing how Scratchcards can bring a sense of fun to everyday moments.
At the heart of the campaign is a film that follows a group of friends on a weekend getaway as they engage in a game of ‘Scratchcard Scavenger Hunt’. The film depicts them searching for a hidden Scratchcard, riffling through cupboards, under plants, and behind books, illustrating how a Scratchcard can turn an ordinary gathering into a moment of shared joy and excitement.
As the friends compete to find the hidden card, the film captures the playful chaos that ensues. One friend inadvertently reveals the Scratchcard by shifting in her seat, adding a humorous twist to the narrative. The excitement builds as the group reveals the numbers on the Scratchcard, culminating in a moment of shared anticipation.
In addition to the film, the campaign includes a social-first execution created by VCCP’s in-house content creators and Girl&Bear, VCCP’s global content studio. This aspect of the campaign captures authentic, unscripted moments of real groups of friends enjoying social activities like bingo, demonstrating how Scratchcards seamlessly fit into everyday social life.
The integrated campaign will run across various platforms, including TV, social media, retail, and digital out of home, reinforcing the message that Scratchcards are an accessible and light-hearted way to bring people together. The digital out of home deliverables were designed and animated by VCCP's digital experience agency Bernadette.
Ben Brown, head of media and channel activation at Allwyn, expressed his enthusiasm for the campaign, stating, “Scratchcards have always been a bit of quiet fun - we saw an opportunity to show how they can bring a bit of joy to everyday social moments too. ‘Add Some Play’ is all about adding some play to everyday moments, with this installment putting a game of ‘Scratchcard Scavenger Hunt’ at the center of a summer getaway with friends.”
Darren Bailes, global Chief Creative Officer at VCCP, emphasized the campaign's goal of injecting the joy of Scratchcards into real, spontaneous moments. He noted, “It’s a light-hearted campaign with real warmth, all about showing how a simple idea can create a spark of connection.”
Jonathan Price, client partner at Hearts & Science, added, “The latest installment of ‘Add Some Play’ reminds us that adults need to make time for fun. By using a mix of media to suggest different moments where Scratchcards can bring people together, we aim to drive demand but also to change how people think about the brand over the longer term.”
As the campaign unfolds, Allwyn is keenly aware of the changing landscape of consumer behavior. With many younger consumers feeling overwhelmed by digital distractions, the campaign's message resonates with a desire for authentic, in-person interactions. The initiative aligns with a broader trend among marketers, as seen in campaigns by Heineken and others, which encourage people to disconnect from their screens and reconnect with friends and family in the real world.
By positioning Scratchcards as a natural part of social life, Allwyn hopes to attract a new generation of National Lottery players. The campaign seeks to create a cultural shift in how Scratchcards are perceived, transforming them from a solitary activity into a shared experience that fosters connection.
As summer approaches, the ‘Add Some Play’ campaign is set to capture the attention of consumers looking for enjoyable ways to engage with friends and family. The light-hearted approach not only aims to drive sales but also to cultivate a lasting change in how Scratchcards are viewed within the social fabric of everyday life.
With its focus on joy, connection, and spontaneity, the campaign is a timely reminder that fun can be found in the simplest of activities. As Allwyn continues to innovate in the gaming space, the emphasis on community and shared experiences will likely resonate with audiences eager for a break from the digital world.
In essence, the ‘Add Some Play’ campaign is more than just a marketing effort; it’s a call to embrace the joy of play in our lives and to remember the importance of connecting with others. As the summer unfolds, Scratchcards may just become a staple of social gatherings, bringing friends together for moments of shared excitement and laughter.