THE CHALLENGE
Drive understanding of Lotto’s new “one ticket, two chances to win” format and reignite excitement among new and lapsed players by making them feel that, once again, “it could be you.”
THE INSIGHT
Everyone wants to believe luck might be on their side, so we notice the little signs – two magpies, 11:11 on the clock, a double rainbow or a double-yolk egg.
It seems that more often than not, luck shows up in twos. With one Lotto ticket now giving players two chances to win, we had the perfect opportunity to make that feeling real.
THE IDEA
We created Two Yolks: Lotto’s Luckiest Café, a playful pop-up that turned Lotto’s new two-chance format into an experience people could see, taste and share.
Every element of the experience celebrated luck in pairs. One £2 ticket admitted two guests, while a menu of double-yolk eggs, lucky pairings and dishes inspired by good fortune gave visitors the chance to taste, share and experience twice the luck. Proceeds from admission also supported National Lottery Good Causes.
DJ Luck & MC Neat amplified the idea with a live performance of “A Little Bit of Luck,” tapping into renewed cultural momentum around the track, driven by influencer Molly-Mae, and giving the campaign another playful expression of luck.
By creating a world where luck came in twos, the campaign turned a functional product change into a simple, memorable feeling – Lotto’s new one ticket gives you two chances to win and “it could be you, it could be you”.
THE RESULTS
322 pieces of coverage
– 13.3M opportunities to see
– 99% included Lotto in the headline or opening paragraph
– 97% included a direct link to the event page
– 76% aware that every £2 Lotto line gives two chances to win
– 74% would consider player new Lotto
– 57% likely to purchase or recommend new Lotto
– Almost a third more positive towards Lotto and more interested in playing
– Sold-out consumer events—with waiting lists
