Strategy:

To create awareness for their new website with an entertaining and visually enticing game where users could win vouchers to play the UK Lottery and be encouraged to purchase tickets for the PlayUK Lottery online.

1. Encourage registration with Play UK Lottery
2. Create awareness of the brand and the new website
3. Create awareness of the Lottery, by distributing vouchers for users to play for free.
4. Create a downloadable mobile game for users

Creative:

There are multiple levels to the game, each of which carries a reward where the user gets to illicit a response from the dancing model: the more successful the user is the more seductive she becomes, and unique lottery vouchers are then awarded so that the user can participate in the UK Lottery at no cost to themselves. A downloadable mobile game designed to use the viral elements of the game, while accessing mobile phone functionality such as WAP push links, accessing the users contact list and challenge a friend.