With the launch of The National Lottery new responsive website, digital instant win games 'Instants' (previously desktop only), could now be played on tablet & mobile. This meant that these games could now be played wherever you are on your mobile device, as long as you had 3G or wi-fi reception. It might be a little difficult on top of Mount Everest. ;-)
The lighthearted tone of the campaign was right up my street.