Upgrade Valentine's Day with Allwyn's EuroMillions Lottery Draw

Allwyn, operator of  The National Lottery, is launching a tongue-in-cheek, multi-channel campaign – produced in collaboration with VCCP and Allwyn’s in-house Creative Hub – that brings to life how National Lottery players could seriously upgrade their Valentine’s Day if they win this this Friday’s (14th February) special EuroMillions draw... but only if that’s their sort of thing. 

The draw – which promises to make 14 guaranteed millionaires through the UK Millionaire Maker raffle – also offers players who buy two or more EuroMillions lines online the chance to be entered into a prize draw to win one of 14 all-inclusive trips for two to the Maldives. 

The campaign – which spans TV, radio, VOD, social, online, digital display, OOH, digital and in-store in Allwyn’s 40,000+ retail partners – features voiceovers from RuPaul's Drag Race UK competitor, Cheddar Gorgeous. 

Utilising Cheddar’s famously dry humour and delivery, the TV ad, for example, sees a couple running along a pristine paradise beach while Cheddar asks: ‘Want to know why this couple is running in slow motion and laughing at nothing?​ Because they won EuroMillions.’  

The ads finish with the tagline ‘If that’s your sort of thing’, implying that the millionaire lifestyle possibly isn’t for everyone. 

Meanwhile, tie-ups with TikTok travel influencers including Abena (@travellingtuesdays) have a similarly irreverent vibe. In one video, Abena says: ‘Is the Maldives for me? Firstly, the sand on the beaches is just way too white. Secondly, I don't really enjoy the all-inclusive food. You know, who needs a floating breakfast, really.’ 

The campaign also features presenter reads on Global and Virgin Radio (including by breakfast host Chris Evans), which will ramp up in the lead-up to the draw, and a number of Valentine’s Day-related takeovers and placements – including through romcom packages on Netflix, a Love Island placement on ITVX and social video placement on Tinder. This is further boosted by real-life OOH placements near romantic locations and date spots, including near Tower Bridge and punting hotspot, Cambridge. 

Allwyn’s marketing and product director, Steve Parkinson, commented, “To celebrate our special Valentine’s EuroMillions draw and Maldives promotion, we’ve had a great time dreaming up the ‘hardships’ that a EuroMillions win or all-inclusive trip to paradise can bring – like the sea being way too blue or having to endure dolphins in their natural habitat.  

“Brought to life by cultural icon, Cheddar Gorgeous, and some talented TikTok influencers, we hope that the campaign prompts a knowing chuckle and gets people thinking about all the bothersome things a £1 million win could bring.”