Campaign Objective

Camelot ran a national Beer Mat and Bar Runner campaign across the Admedia bar network to stimulate talkability around Lotto.

Creative Message

Camelot’s message of ‘Who Wins If You Win?’ encouraged bar-goers to discuss what they’d do if they won the lottery, and who they would share their winnings with.


Seeing bar media increased the likelihood of talking about winning the lottery by 30% versus those who didn’t see any outdoor activity, while 93% of respondents agreed that the ads would make them more likely to buy a Lotto ticket.

With 89% of respondents also agreeing with the statement ‘I tend to remember brands I see in the pub’, the appropriateness of bar media was clear to see.

Source: Independent research