Euromillions Mega Friday

Having the biggest jackpots wasn’t enough for Europe’s biggest lottery game. It needed an extra dimension: Mega Friday. This offered players an extra chance to win £1 million, plus a massive millionaire lifestyle prize. They just needed someone to help spread the word across the press media.

My approach

It was clear that simply talking about the £1 million prize would not get any cut through ­– how could it possibly compete with the multi-million pound jackpot? The lifestyle prize was the key. But I needed to go beyond simply explaining it. I had to introduce Mega Friday as a concept, and shift how people thought about Euromillions. Making Mega Friday less about winning a prize, and more about winning an experience.

My role – copywriter