Allwyn, the UK National Lottery operator, launched a large-scale marketing campaign for the UK debut of Powerball. The campaign aims to build nationwide awareness for one of the world's largest jackpot games.
Creative agency VCCP developed the strategy across television, cinema, social media, retail, and out-of-home advertising. A 30-second television advertisement will air during the FIFA World Cup Final on July 19.
The campaign features the theme What Would You Do With Powerball Money? to engage potential players.