THIS WEEK: lottery’s finger leaves its mark on viewer recall

‘It Could Be You’ and the National Lottery’s finger of fortune have

proved the most memorable advertising of 1995, according to research by

Marketing magazine.

In the past year, the National Lottery’s ads, produced by Saatchi &

Saatchi, appeared a record 35 times in Marketing’s Adwatch table.

They also achieved the highest recall with one ad being remembered by

93% of those surveyed.

Lottery Instants took second place, followed by the McDonald’s ads

through Leo Burnett.

Coca-Cola came in at number four, whereas rival Pepsi failed to make the

Top 20.

The battle of the supermarkets was won by Sainsbury in seventh place,

followed by Safeway in eighth place. Tesco was in 13th place, but Asda

failed to make the Top 20.

Adwatch of the year, Focus p18

This article was first published on Marketing