Activity will run across TV and radio, with press advertising and competitions also scheduled as part of the promotional material. The campaign kicks off with TV ads on the Sunday, with the return of the iconic animated lottery balls.
The ad opens on the lottery balls bouncing up and down in time to a disco track playing in the background. As the camera moves among the dancing balls, we see that they are all painted in the flags of the different countries that take part in EuroMillions -- the UK, Switzerland, Portugal, Belgium, Austria, France, Ireland and Spain.
A voiceover says: "This Friday is EuroMillions' third birthday." A needle scratches and the music stops. The balls all look up in the air as a shadow starts to gather on the ground in front of them. The voiceover continues: "And to celebrate, a massive £66m will be won..."
Then, a huge block with the words "£66 million" on it comes crashing down from above and lands right where all the balls were having their party -- luckily for them they have all scattered. As the curious balls return to look at the new arrival, the voiceover continues: "...because it can't roll over!" The music starts up again as the mischievous balls start to try to topple the block over.
Daniel Heale, head of media and marketing for Camelot, said: "Over the last three years EuroMillions has become a firm favourite with players who enjoy the thrill of big jackpots, week in week out.
"To get players in the party mood and to celebrate the game's third birthday we wanted to give them a big jackpot prize, which had to be won. The campaign is designed to capture that sense of anticipation and celebration around that kind of guaranteed prize -- and of something out of the ordinary happening.
"We will be building to a crescendo on the Thursday and Friday just before the draw and will be warning our retailers to expect a few busy sales days as a result."
Media planning was handled by Havas agency MPG, with media buying by Omnicom Group's OMD.
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