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Camelot partner Bauer Media to engage millennials with multi-platform campaign for 'Laing's Lucky Streak'


“Bauer Media combined the energy of their heat magazine with the core of our product, ‘the scratch’, through a scratch panel on Jamie Laing's shorts, which then went on to drive significant entries into the online competition - proving that offline and online engagement can work together to deliver results.”
Rachel Moss, Marketing Manager, Camelot Gamestore

Camelot x Story Lab


The winning entry for Camelot, involving a multi-platform partnership with Bauer Media, addressed the challenge of generating excitement among an audience of 18-34 Millennials about buying National Lottery Scratchcards.

Camelot achieved this by joining forces with Bauer’s heat, heat Radio, Closer, and The Debrief, to drive awareness and creating a campaign which dramatised the excitement of winning.

Made In Chelsea star and heat Radio presenter Jamie Laing was chosen to front the campaign and Bauer offered its audiences the chance to win every day through ‘30 Days of Luckiness’, which formed part of a tongue-in-cheek daily social, video content series ‘Laing’s Lucky Streak.’ 


Laingsluckystreak.com hosted daily competitions and interactive formats that allowed users to scratch and reveal the day’s prize.

The judges were impressed that each platform played to its strengths. In print, the physical nature of the ‘scratch and win’ was brought to heat magazine with the scratch and reveal ‘Torso of the Week’: a two-page-bound-in with Jamie, including a scratch-off panel on his shorts. Closer took its own approach, creating in-magazine bespoke games to bring to life the ideas of playing and winning.

Camelot’s multi-platform strategy was impressively coherent, providing a simple consumer journey with all platforms driving to one central bespoke hub in the form of ‘Laing’s Lucky Streak’. The campaign’s achievement of ensuring that each element of the campaign complemented the others, across four brands and multiple platforms, was reflected in some very impressive results.


  • The campaign helped Camelot to record a 5% increase in scratchcard sales
  • 58,679 page views of the bespoke interactive competition hub
  • 175,000 video views across social and laingsluckystreak.com
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