Lottery: A new dawn for Lotto

This case case study explains how The National Lottery, the UK lottery that collects money for good causes, engaged people with the game when increasing its price point.

Lottery: A new dawn for Lotto

Principal authors: Matt Jones, Emily Harlock and Craig Mawdsley, AMV BBDO; Marie Oldham, Havas Media

A return of a different kind

This paper is not the story of a rejuvenated lottery brand and a healthy profit ROI. Nor is it an example of achieving effective behaviour change with positive revenue results. It is about persuading people notto change their behaviour in the face of an alteration to a product that was unchanged for nearly two decades. It is about overcoming a disruption that prompted them to think rationally about one of...

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