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Camelot syncs campaign to train timetables

Daniel Lewis our consultant managing the role
Author: Daniel Lewis
Posting date: 11/19/2013 12:00 AM

Camelot, the operator of the National Lottery, has today launched an out-of-home campaign that matches messaging to live train departure times at railway stations.

National Lottery syncs real-time campaign to train timetables
The "surprising numbers" billboards explain how more people than ever before are winning with  National Lottery scratchcards, according to Camelot.

The geo-targeted boards reveal the number of people in the UK who are expected to become scratchcard winners before the next train departs, using data from National Rail and Transport for London, cross-referenced with scratchcard data.

They feature an image of people forming a "human counter’ that displays data on their T-shirts.

Commuters will see messages tailored to their location and the next departing train, such as, "Winners before the 09:05 to Norwich leaves? 1,562."

The campaign was planned and bought by OMD UK, Havas Media and Talon, with production and technology by Grand Visual.

The train data is syndicated using OpenLoop, the digital analytics out-of-home campaign management system. It pulls in train data before contextualising messages for each individual site and pushing them live to the billboards.

Max Lucas, a media strategy manager at Camelot, said: "Clever use of digital analytics out-of-home technology has really brought this campaign to life.

"We have been able to use our data in a unique way, serving up dynamic, targeted, locally-relevant messages that let people know there are more National Lottery Scratchcard winners than ever."

The messages will run across screens at rail stations and on the London Underground.


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