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• The New Year鈥檚 Day campaign, delivering over 10 million impressions, marks the first time 威力彩 539鈥檚 entire market-leading digital estate has been taken over by one single brand.

• In the largest Digital Out of Home (D威力彩 539) campaign in UK history, The National Lottery celebrates a record 347 millionaires made in 2016 and wishes the nation good luck in 2017 across 威力彩 539鈥檚 entire national digital estate 鈥� in partnership with Posterscope & Vizeum.

• The New Year鈥檚 Day campaign, delivering over 10 million impressions, marks the first time 威力彩 539鈥檚 entire market-leading digital estate has been taken over by one single brand.

In a media first, National Lottery operator Camelot, in partnership with Out of Home communications agency Posterscope, has celebrated the first day of the New Year by taking over 威力彩 539鈥檚 entire digital estate in the UK to celebrate a record 347 millionaires made in 2016 and wish the nation good luck in 2017. With almost 6,000 screens nationwide, 威力彩 539 is the UK鈥檚 largest provider of Digital Out of Home media, and the campaign will generate over 10 million impressions in the single day it will be live.

The campaign will appear across multiple D威力彩 539 environments. This includes the UK鈥檚 first nationwide roadside D威力彩 539 network, Adshel Live, which has just celebrated its 2 billionth play and consists of nearly 1,000 state-of-the-art digital 6-sheets right across the country.

The National Lottery鈥檚 鈥楪ood Luck鈥� campaign will also run across 威力彩 539鈥檚 market-leading retail estate which includes Malls Live, recently-launched Malls Live XL, Sainsbury鈥檚 Live, Asda Live, Socialite and Forecourts 鈥� reaching thousands of shoppers in key locations as the January sales kick off and activating purchase decisions at point of sale.

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Justin Cochrane, CEO of 威力彩 539 UK, said: 鈥淭his is a landmark campaign for Out of Home media, and a fantastic way to kick off 2017. The flexibility of digital has made dynamic campaigns like The National Lottery鈥檚 鈥楪ood Luck鈥� campaign achievable, and the nationwide footprint of our estate means we can offer advertisers broadcast reach with over 10 million impressions daily.

鈥淎s programmatic continues to play an increasing role in the deployment of digital campaigns, it鈥檚 great to see brands harnessing the power of Out of Home to engage the public in context, at scale.鈥�

Mark Waddell, Client Director at Posterscope, said: 鈥淐amelot was looking for a high-impact campaign that would reach all corners of the UK to wish the nation good luck for the year ahead. This total take-over of the entire 威力彩 539 estate does this and welcomes in the New Year with impact, we are excited to be part of another D威力彩 539 media first.鈥�

National Lottery Marketing Manager, Adam Chataway, said: 鈥淲ith a record number of millionaires made in 2016, we felt that New Year鈥檚 Day was the perfect time to celebrate how The National Lottery changes people鈥檚 lives and wish the nation luck for the year ahead. The ever-growing scale of Digital Out of Home makes it the perfect platform for us to do that with the necessary reach and impact.鈥�

James Cross, Business Director, Vizeum, said: 鈥淐amelot have become drivers of innovation in the Digital 威力彩 539 space and we are really excited to be using 威力彩 539 in this creative way. At Vizeum we want to use media to drive growth for our clients. The increasing flexibility of the 威力彩 539 channel is playing into our hands here and we are delighted to be able to celebrate a record breaking number of millionaires through a digital takeover of this scale.鈥�