Grand Visual: UK National Lottery's innovative DooH campaign at train stations

Camelot, UK National Lottery operator, has carried out with the main foreign digital communication agencies, an innovative real-time and geographic messaging campaign at train stations to show the winners of some of its raffles on the screens.

The DooH campaign carried out by the operator of the United Kingdom National Lottery, Camelot, to promote instant and geographic messaging of the winners of their contests on the digital screens of train stations, like the 'scratch', in combination with the departures of each convoy, has had the participation of outdoor digital advertising companies such as OMD, Has, Talon y JCDecaux.

All National Rail and Transport for London stations, including those of the metropolitan with access to train lines, show the image of people on their digital screens, each dressed in a t-shirt with the winning number known as 'Scratch' and the National Lottery, in real time and based on the specific schedule and destination of each convoy.

The production, technology and delivery of said content has been carried out by Grand Visual, under the motto “Surprising numbers”, which uses the data provided by the operator of the United Kingdom National Lottery and crosses it in turn with the train schedules of each station, with geographic segmentation to show localized and defined messages in real time with the management software for dynamic outdoor digital advertising campaigns OpenLoop to the millions of passengers who travel every day by train or subway.

For example, Commuters arriving at Liverpool Street around 9:00h to catch the train to Norwich, will display on the screens the message: “the winners who are going to take the train to Nowich at 9:05 son…”. It is about, as Grand Visual's account director explains, Jeremy Taylor, “to deliver contextual information that people can relate to, with a dynamic and intelligent outdoor digital advertising campaign that is being very relevant at the local level”.

For Max Lucas, director of media strategy at Camelot, He assures that “the intelligent use of DooH technology has been incredible, since we have been able to use the data in a unique way, with dynamic messages, targeted and locally relevant that let people know that there are more National Lottery and scratch card winners than ever before.”.