Igniting Win Belief: How Lotto's Localised Approach, Powered by Reach and Hearts & Science, Revolutionised the Game

Client: Lotto, Allwyn

We toured the UK asking people what they’d do if they won the Lotto jackpot, passing the mic to diverse communities to share their dreams for a better future. From animal rollercoasters to outrageous holidays, hot tubs and alpaca farms, ‘Will You Be Next?’ was a playful celebration of regional voices and sheer joy, brought to life across video, audio, print and digital. This ground-breaking campaign redefined lottery advertising by shifting from broad, national messaging to a deeply authentic, localised approach, making the dream of winning truly resonate with communities across the UK.