The National Lottery have produced an integrated Christmas marketing campaign which features a custom build DOOH (Digital Out of Home) billboard. The Drum reports that the campaign, titled ‘Christmas Love Story’ will be displayed at the Pump Station at Westfield Shepherd’s Bush for the duration of the festive season.

The who advertising strategy is themed around a storytelling format and was created by the agency adam & eve DDB for the National Lottery operator, Camelot. The campaign includes a three-minute ad made for TV and cinema, which is directed by the Oscar-winning film maker Tom Hooper.

Anna McInally, head of marketing communications at The National Lottery, said: “We want to bring our Christmas love story to as many people in as many formats as possible. Our special build at Westfield is designed to raise awareness of our lucky love-struck couple and bring a bit of Christmas magic to people as they do their Christmas shopping.”

The campaign is designed to be interactive, with special photo booths located at UK train stations, where members of the public can have their photo taken and watch it be projected onto an OOH billboard. The DOOH board at Shepherd’s Bush will feature a giant flexible lottery ticket and twinkling Christmas lights.

The storyline features a chance encounter between a young couple, who are not only lucky in love, but also discover that they have a winning ticket.

Ben Tollett, Group Executive Creative Director, adam&eveDDB, said: “At a time when the nation needs some magic in the air, we wanted to create a larger than life story about the lottery and true love – two games of chance that make the perfect subject for a Christmas romantic comedy.”

The integrated campaign will also run across social media platforms, press, radio, and retail outlets.

If you are looking for an LED display screen for advertising indoor, please get in touch today.