Lady Luck aims to ride on Camelot's back

THE recent "lottery fever" over the pounds 40m-plus rollover jackpot has certainly guaranteed Camelot's place in the national consciousness. Now it is the turn of Lukcy lotteries. This week, UK Charity Lotteries, the company behind the Lukcy lottery scratchcard, launches a pounds 10m advertising campaign in an attempt to take on the Instants cards of Cam- elot.

With just 4 per cent of the UK scratchcard market, UKCL is Camelot's largest competitor. The company hopes its advertising catchline "Is Lady Luck With You?", devised by Bartle Bogle Hegarty, the advertising agency, can be as effective as the National Lottery's finger of fortune, part of the pounds 20m "It could be you" campaign created by Saatchi & Saatchi Advertising.

"We didn't invest in marketing in 1995: we knew anything we did would get swamped by the National Lottery," said Andrew Slammin, UKCL's marketing director. "However, by October, sales of all scratchcards - including Camelot's - hit a plateau. I think people had simply got tired of the advertising. The market was crying out for something different."

UKCL's scratchcards are in direct competition with Camelot's Instants and a number of smaller players, including recent entrants Scratch 'n' Win and Little- woods. The business is driven by impulse purchasing and until now the market has lacked clear branding and product differentiation. Mr Slammin says: "Brand- ing is a key issue. People buy on colour, prize value or simply what happens to be on sale in the shop they are in at that time."

UKCL's marketing offensive will attempt to change this. Last autumn, the company announced it was dropping "Lotto" from its Lukcy Lotto brand name to create a short-hand for consumers. BBH's campaign builds on this. Ten-second TV teaser ads feature the Lady Luck character, declaring: "Be lucky." Two 40-second commercials reveal the identity of the advertiser later this week. They will be accompanied by a national poster campaign, newspaper and radio promotions. Mr Slammin says the aim is simple. "We want to be the number one brand in the scratchcards market - Instants is not a brand."

Lady Luck will appear on all point-of-sale materials and in associated promotions. She features on UKCL's new Lukcy Game card and a visual device is now being designed to appear on all other UKCL games. "The aim is to position ourselves as Virgin to Camelot's BA," Mr Slammin says. "BA is always seen as the bigger, establishment player - like Virgin, UKCL would like to be seen as quick-footed and more in touch with the consumer."

It is a subtle approach and one that eschews traditional thinking: other players, such as NHS Loto, which holds a weekly numbers draw televised on Channel 4, promotes itself on the amount of funds it donates to "good causes" - it gives 25 per cent of what it raises to NHS capital projects and claims this as "our unique selling point.". Littlewoods Lotteries also promotes itself on charity. "We see this as a valuable way of distinguishing our- selves from the 'win, win, win' mentality," a spokesman says.

While UKCL has strong charitable connections - raising funds on behalf of Rehab, a charity that supports vocational training for the disabled, Mr Slammin believes its approach is more realistic. "Initially, we felt promoting this would be the best course. But research shows that although good causes matter to consumers, the prize is the overwhelming draw."

UKCL seems well-positioned to achieve its goal of increasing its share of the scratchcard market from 4 to 10 per cent. For a start, its sales have been boosted by the success of the National Lottery - rising from 250,000 to 1.4 million a week over the past 14 months; turnover doubled over this period - to pounds 120m. It has also expanded its distribution network: UKCL scratchcards are now available in 20,000 outlets including some where National Lottery tickets are sold. It is also establishing its own purpose- built kiosks, some of which it will operate on behalf of Cam- elot, selling both operators' tickets side by side.

Last year Camelot granted UKCL a licence to sell both its Instants scratchcards and National Lottery tickets. UKCL aims to have up to 150 kiosks in shopping centres, stations and airports by the end of this year. "We are competitors, but we can also have a good business relationship," Mr Slammin maintains.

While future growth will inevitably come from taking business from Camelot, Mr Slammin says UKCL aims to expand the entire market.

Mintel, the market research company, estimates that the number of people regularly indulging in so-called "soft gambling" has risen from 70 per cent to 90 per cent as a result of the National Lottery, which still leaves significant scope for growth.

PROMOTED VIDEO
Extras
indybest
Travel
Flocking round: Beyoncé, Madame Tussauds' latest waxwork, looking fierce in the park
travelIn a digital age when we have more access than ever to the stars, why are waxworks still pulling in crowds?
Arts and Entertainment
tv
Arts and Entertainment
Judi Dench appeared at the Hay Festival to perform excerpts from Shakespearean plays
tvJudi Dench and Hugh Bonneville join Benedict Cumberbatch in BBC Shakespeare adaptations
Sport
Is this how Mario Balotelli will cruise into Liverpool?
football
News
Ronahi Serhat, a PKK fighter, in the Qandil Mountains in Iraqi Kurdistan
i100
News
ebooksAn evocation of the conflict through the eyes of those who lived through it
Arts and Entertainment
Poet’s corner: Philip Larkin at the venetian window of his home in 1958
booksOr caring, playful man who lived for others? A new book has the answer
Arts and Entertainment
Exhibition at the Centre Pompidou in Metz - 23 May 2012
art
News
Matthew McConaughey and his son Levi at the game between the Boston Red Sox and the Houston Astros at Fenway Park on August 17, 2014 in Boston, Massachusetts.
advertisingOscar-winner’s Lincoln deal is latest in a lucrative ad production line
Life and Style
Pick of the bunch: Sudi Pigott puts together roasted tomatoes with peppers, aubergines and Labneh cheese for a tomato-inspired vegetarian main dish
food + drink
Arts and Entertainment
Alfred Molina, left, and John Lithgow in a scene from 'Love Is Strange'
film
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Junior Quant Analyst - C++, Boost, Data Mining

£25000 - £35000 per annum: Harrington Starr: Junior Quant Analyst - C++, Boost...

Service Desk Analyst- (Desktop Support, Help desk)

£25000 - £35000 per annum: Harrington Starr: Service Desk Analyst- (Desktop Su...

Junior Quant Analyst (Machine Learning, SQL, Brokerage)

£30000 - £50000 per annum: Harrington Starr: Junior Quant Analyst (Machine Lea...

UNIX Application Support Analyst- Support, UNIX, London

£45000 - £55000 per annum: Harrington Starr: UNIX Application Support Analyst-...

Day In a Page

Air strikes? Talk of God? Obama is following the jihadists’ script

Air strikes? Talk of God? Obama is following the jihadists’ script

The President came the nearest he has come yet to rivalling George W Bush’s gormless reaction to 9/11 , says Robert Fisk
Ebola outbreak: Billy Graham’s son declares righteous war on the virus

Billy Graham’s son declares righteous war on Ebola

A Christian charity’s efforts to save missionaries trapped in Africa by the crisis have been justifiably praised. But doubts remain about its evangelical motives
Jeremy Clarkson 'does not see a problem' with his racist language on Top Gear, says BBC

Not even Jeremy Clarkson is bigger than the BBC, says TV boss

Corporation’s head of television confirms ‘Top Gear’ host was warned about racist language
Nick Clegg the movie: Channel 4 to air Coalition drama showing Lib Dem leader's rise

Nick Clegg the movie

Channel 4 to air Coalition drama showing Lib Dem leader's rise
Philip Larkin: Misogynist, racist, miserable? Or caring, playful man who lived for others?

Philip Larkin: What will survive of him?

Larkin's reputation has taken a knocking. But a new book by James Booth argues that the poet was affectionate, witty, entertaining and kind, as hitherto unseen letters, sketches and 'selfies' reveal
Madame Tussauds has shown off its Beyoncé waxwork in Regent's Park - but why is the tourist attraction still pulling in the crowds?

Waxing lyrical

Madame Tussauds has shown off its Beyoncé waxwork in Regent's Park - but why is the tourist attraction still pulling in the crowds?
Texas forensic astronomer finally pinpoints the exact birth of impressionism

Revealed (to the minute)

The precise time when impressionism was born
From slow-roasted to sugar-cured: how to make the most of the British tomato season

Make the most of British tomatoes

The British crop is at its tastiest and most abundant. Sudi Pigott shares her favourite recipes
10 best men's skincare products

Face it: 10 best men's skincare products

Oscar Quine cleanses, tones and moisturises to find skin-savers blokes will be proud to display on the bathroom shelf
Malky Mackay allegations: Malky Mackay, Iain Moody and another grim day for English football

Mackay, Moody and another grim day for English football

The latest shocking claims do nothing to dispel the image that some in the game on these shores exist in a time warp, laments Sam Wallace
La Liga analysis: Will Barcelona's hopes go out of the window?

Will Barcelona's hopes go out of the window?

Pete Jenson starts his preview of the Spanish season, which begins on Saturday, by explaining how Fifa’s transfer ban will affect the Catalans
Middle East crisis: We know all too much about the cruelty of Isis – but all too little about who they are

We know all too much about the cruelty of Isis – but all too little about who they are

Now Obama has seen the next US reporter to be threatened with beheading, will he blink, asks Robert Fisk
Neanderthals lived alongside humans for centuries, latest study shows

Final resting place of our Neanderthal neighbours revealed

Bones dated to 40,000 years ago show species may have died out in Belgium species co-existed
Scottish independence: The new Scots who hold fate of the UK in their hands

The new Scots who hold fate of the UK in their hands

Scotland’s immigrants are as passionate about the future of their adopted nation as anyone else
Britain's ugliest buildings: Which monstrosities should be nominated for the Dead Prize?

Blight club: Britain's ugliest buildings

Following the architect Cameron Sinclair's introduction of the Dead Prize, an award for ugly buildings, John Rentoul reflects on some of the biggest blots on the UK landscape