Lucky Lotteries: Number two or die

This small charity scratchcard was established before the market exploded with the launch of Camelot in 1995. Essential to become No.2 in the market which Littlewoods was well positioned to do. Small budget meant a focus on a regional campaign, Tyne tees and London. Result was a clear difference in sales in the advertised areas, confirmed by Millward Brown tracking which made possible a comparison with Littlewoods whose sales figure were not available