A nationwide campaign asks lottery players how they might spend their Powerball winnings.
It’s a question we all ask ourselves: “What would you do if you won the lottery?”
Allwyn’s new campaign imagines the possibilities with the National Lottery Powerball.
The ad features the potential lottery winners imagining all the things they could do if they won the upcoming Powerball.
At it’s heart, the ad is an awareness campaign designed to drive nationwide attention towards Powerball, introducing UK players to the its format, and hoping to make it “one of the most talked-about launches of the summer”.
The ad, which premiered during the World Cup final on Sunday, was developed by creative agency VCCP and supported by Studio 59, Allwyn’s in-house creative and content studio.
The multi-channel campaign spans TV, cinema, social media, creator partnerships, retail, experiential activations and a large-scale national out-of-home (OOH).
Audiences will be targeted through major broadcast, streaming and digital platforms, including ITV, Channel 4, Sky, ITVX, Netflix, Disney+, Amazon and Spotify, alongside outdoor presence across the London Underground, roadside sites, and rail networks.
Cinema is also expected to play a big role in the campaign, with Powerball securing exclusive placement across cinemas during the opening weekend of The Odyssey, which is one of the most hotly-anticipated films of the year.
In partnership with Coolr, Allwyn will also be bringing ‘What Would You Do with Powerball Money’ to life through influencer activity across TikTok, Snap and Meta’s platforms.
Creators, which include Sketched by Siena, Harriet Rose and Lagom, will be generating conversations how life-changing wins could be through comedy, cooking, art, community and more.
While on Snapchat, Snap Stars will ask their followers what they would do with the winnings. This will use a genAI lens on Snapchat to bring their answers to life.
An OOH presence will also feature in 43 of the UK’s largest advertising sites, including The Cromination and the Liverpool and Edinburgh Media Walls.
Steve Parkinson, marketing director at Allwyn, said: “Powerball represents an immensely exciting moment for The National Lottery and gives us an opportunity to introduce UK players to a game known globally for creating extraordinary prizes and unforgettable winners.
“With this campaign, we wanted to bring the transformational nature of Powerball to life in a way that feels relevant, culturally engaging and impossible to ignore. Whether that’s through landmark outdoor advertising, creator-led content, our innovative Snapchat activation or partnerships that place Powerball at the centre of social conversation, everything has been designed to get people thinking about one simple question: ‘What would you do?'”
Leaders take
Although the question ‘what would you do if you won the lottery?’, is one we’ve all asked ourselves a hundred times, this ad does feel refreshing.
Instead of focusing on personal wealth (which is increasingly, and worryingly, a growing trend in media), this ad focuses on building community with the Powerball winnings.
Investing in a local football club, putting on a festival, creating a mural – these projects all give back to those around them, with an inspiring angle to the competition that isn’t often explored.
The National Lottery has funded over community 690,000 grants including sports, heritage, and creative focused projects – so even those that don’t win can be inspired to work with the lottery to better the society around them.
