3. The majority of people are unhappy at work.
Winning the lottery is a way out.
4. We thought a good time to talk to people was when they were
flying back from a holiday. They’ve been on a high but now they’re
facing the return to their miserable job.
5. They’re on a downer with plenty of time to kill.
This is the perfect moment to offer them the chance to win
millions by signing up to play by Direct Debit.
6. ENJOY YOUR
HOLIDAY?
FANCY DOING IT
PERMANENTLY?
How do we do it?
Before every flight the stewards would slip a form behind each of the
flip-down tables where passengers can enter their details.The passengers
would hand in their forms on exit to be sent back to Camelot.
8. Insight
We saw sixteen-year-olds as an un-tapped market for the
National Lottery. They are desperate to be adults but are still fettered by
their age except for one thing. Gambling!
Every 16th birthday card bought from Clinton’s cards comes
with a National lottery ticket enclosed.
Message
The message is you can’t do much of the good stuff at sixteen
but you could win millions.
