National Lottery Scratchcards are making more winners than ever before. To celebrate, Camelot launched an integrated campaign called ‘Surprising Numbers’, with innovative, real-time and destination-specific Digital Out of Home activity at its heart.

With an average of 374 Scratchcard winners every minute, ‘Surprising Numbers’ brought this unexpected statistic to life by referencing live data feeds from major transit systems and delivering tailored, contextualised messaging based on the audience’s onward journey across 98 transit and roadside environments. So, commuters at the busy Liverpool Street Station would have been targeted with the message: "Winners before the 09:05 to Norwich leaves? 1,562.”