The National Lottery - 'It could be you'

This paper describes the role that planning played in the launch of the UK's National Lottery. The resulting campaign helped make the launch a phenomenal success, exceeding all targets: sales, public participation and realistic levels of favourability.
Agency: Saatchi & SaatchiAuthor: Liesa Bruce

The National Lottery - 'It could be you'

INTRODUCTION

Right.

You've got a matter of months to help come up with the strategy for the launch of a new national institution. The biggest lottery game in the world, in fact.

You'll need a name, a positioning and a communication strategy that will get at least 60% of the UK population playing in the first week. The creative idea will need to be able to appear everywhere from the grandest TV commercial to the smallest ticket receipt.

Oh, and...

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