or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Leisure and entertainment
Utilities and services
Travel, transport and tourism
Motor and auto
New Zealand Lotteries
Ontario Lottery and Gaming Corporation
CAANZ Effies (New Zealand)
Date: newest first
Date: oldest first
NZ Lotteries: Too big to handle
The Communication Agencies Association of New Zealand, Gold, New Zealand Effie Awards, 2013
This case study describes a campaign by NZ Lotteries which aimed to reverse a long-term decline in sales by addressing the less socially acceptable idea of 'thinking big' about money.
This case study describes a campaign by NZ Lotteries which aimed to reverse a long-term decline in sales by addressing the less socially acceptable idea of 'thinking big' about money. A previous campaign - Big Wednesday - had successfully established a mid-week game, but general sales had continued to decline. NZ Lotteries' challenge was to increase ticket sales every week, consistently. Regular and irregular players were distinguished, leading to an adaptation of brand communications to emphasise the jackpot and attract more irregular players. The campaign used television, supported by radio, and resulted in a 19% growth in ticket sales.
Segmenting the betting market in England
Chris Hand and Jaywant Singh, International Journal of Market Research, Digital First, October 2013
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented.
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented. This study investigates patterns of cross-purchasing using a sample of 7,200 adult respondents from a government survey dataset obtained via the UK Data Archive. In doing so, we apply market research techniques to a social research domain, and demonstrate the usefulness of publicly available government survey data to (social) market researchers. While we find some patterns of cross-purchase that are broadly the same as would be predicted by the duplication of purchase law, we also identify clear partitions in the market, implying the existence of behavioural segments. We identify five distinct behavioural segments, each with its own demographic characteristics. Our results have implications for the managers of betting companies, and for the design of future studies into gambling behaviour that could potentially inform public policy.
Lotteries and study results in market research online panels
Anja S. Göritz and Susanne C. Luthe, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 611-626
An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response.
An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response. A cash lottery was implemented, with three different payouts that were raffled either in one lump sum or split into multiple smaller prizes. The lottery groups were contrasted to a control group without incentive. Independent of the lottery, half of the participants were offered a report of study results. Participation was higher with a lottery, when raffling the payout in a lump sum and with higher single prize size, whereas item non-response was smaller with high total payouts. Furthermore, offering study results decreased participation.
The National Lottery: Heroes Return
Cannes Creative Lions, Creative Effectiveness Lions, 2013
The UK's National Lottery wanted to counter consumers' scepticism about the good causes it supported by focusing its communications on this area after more than a decade of creative work built around the idea of winning.
The UK's National Lottery wanted to counter consumers' scepticism about the good causes it supported by focusing its communications on this area after more than a decade of creative work built around the idea of winning. Qualitative research showed that the public perceived the Lottery's work to be biased to the southern region of the UK, impersonal and based around building and structural initiatives. The task was to persuade them that the 370,000 good causes supported by the Lottery were in fact universal, personal and based on delivering human benefits. To do so, the campaign identified one specific project that perfectly showcased the Lottery's work: Heroes Return, a charity that funds commemorative trips for soldiers and their families to return to places of conflict. An emotional 60-second TV commercial (also seeded online) depicted a 93-year-old veteran revisiting Burma for the first time since World War Two. The commercial was shown to have a qualitative impact on the Lottery's brand image as well as a short-tem impact on sales.
Atlantic Lottery: Askaway
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2013
The Atlantic Lottery is a government-owned lottery that operates in four Canadian provinces. Historically it has supplied over $6bn in funding for roads, healthcare and education, but it was struggling due to negative public perceptions and unfavourable media coverage.
The Atlantic Lottery is a government-owned lottery that operates in four Canadian provinces. Historically it has supplied over $6bn in funding for roads, healthcare and education, but it was struggling due to negative public perceptions and unfavourable media coverage. In order to combat this, the Atlantic Lottery created an engagement campaign targeting involved citizens who were 35 and older, well-educated and concerned about public affairs. It built an owned media site called 'Ask Away' to encourage people to ask questions and air their concerns. Through on-going conversations between lottery employees and the public, along with TV, print and online publicity, the campaign reduced unfavourable opinions by 4%, awareness of public ownership grew 7%, awareness of transparency grew 3% and public perception that the lottery provided safe and regulated gambling increased by 3%, all exceeding the objectives.
Bringing little surprises to life with National Lottery Scratch Cards
Institute of Advertising Practitioners in Ireland, Gold, AdFx Awards, 2012
This case describes a campaign for the National Lottery in the Irish Republic to reverse declining sales of scratch cards.
This case describes a campaign for the National Lottery in the Irish Republic to reverse declining sales of scratch cards. Communications faced a two-fold challenge: a recession-struck consumer demanding more for less and regulations that prevented incentivising more regular purchasing (e.g. BOGOFs). The resulting campaign focused on the scratch card category as a whole (not specific cards or games, as in the past) to tempt back lapsed purchasers to its impulsive, compelling proposition. "Surprise Yourself with a Scratch Card" launched with TV, outdoor, digital and in-store ( with all retail activity exclusively directed to scratch cards during the launch months). The campaign reversed a two-year sales decline for scratch cards, growing the category by 3.3% in 2011 (during which time overall National Lottery sales declined 1.4%).
The National Lottery: How doing 'one hundred things one per cent better' helped Camelot achieve record sales
Simon Jenkins, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2012
This case describes how the UK's National Lottery has successfully marketed its big "rollover" jackpot prizes to maintain long-term ticket sales, thus countering the post-launch decline suffered by many lotteries when initial public optimism fades.
This case describes how the UK's National Lottery has successfully marketed its big "rollover" jackpot prizes to maintain long-term ticket sales, thus countering the post-launch decline suffered by many lotteries when initial public optimism fades. The strategy includes reducing late-buying in TV, a focused spot-length strategy, and strategic message and channel deployment to maximise the payback potential of jackpots. This has provided a platform for long-term growth via brand diversification and new game development. It helped Camelot, the company running the UK's lottery, achieve record sales of £5.8bn in 2011 and buck the global trend for declining lottery sales.
Ladbrokes: Game on! How Ladbrokes harnessed the power of excitement to affect a rapid change in their fortunes
Chris Baker and Simon James, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
In 2011, Ladbrokes, the UK betting and gaming services group, faced declining profits as it lagged behind the rapidly evolving wider industry.
In 2011, Ladbrokes, the UK betting and gaming services group, faced declining profits as it lagged behind the rapidly evolving wider industry. To arrest this trend it highlighted the excitement that people experience when betting on sport. This idea was communicated through 'Game on!' which featured an Italian football commentator who was already a YouTube sensation. Television ads during live sports on the Sky and ITV TV channels generated mass awareness, and were supported by online, shop front and social activity. The campaign increased retail turnover by £40m, digital football turnover by £15m, brand preference by six points and generated a return on investment of 5:1.
Loterías y Apuestas del Estado: Do What You Want
Direct Marketing Association - US, Gold, ECHO Awards, 2012
This campaign, for the Spanish National Lottery's EuroMilliones draw, delivered strong business results, including sales growth of 38%, despite a tough regulatory climate (with a new online gambling law coming into force).
This campaign, for the Spanish National Lottery's EuroMilliones draw, delivered strong business results, including sales growth of 38%, despite a tough regulatory climate (with a new online gambling law coming into force). Ads focused on the fact that EuroMillones is the game that gives away the most money. Media used include TV, radio, outdoor, POS and a microsite.
Loterías y Apuestas del Estado: Guti's Quiniela
Direct Marketing Association - US, Silver, ECHO Awards, 2012
This campaign promoted the Quinela, one of Spanish State Lotteries' oldest games - which was facing an increased challenge from online sports betting brands.
This campaign promoted the Quinela, one of Spanish State Lotteries' oldest games - which was facing an increased challenge from online sports betting brands. The approach was to remind users they could play the Quinela online, too. Promotional activity began on the day of "el classico" - Real Madrid vs Barcelona, Spain's biggest club soccer match - with the launch of a website and a humourous online video ad starring Guti, a popular Real Madrid player. Guti also tweeted a link to the ad. This initial push was backed by a PR campaign that aimed to get support from TV, press and online media. In the first weekend, the video received 500,000 views; the website also received 20,000 visits.
YOU ARE IN THE WARC INDEX:
Leisure and entertainment
Lotteries, casinos, gambling
Leisure and entertainment
Film, video and performance arts
Gaming consoles, computer games
Hi-Fi, A/V, music players
PCs, computing, high-tech
Leisure and entertainment
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc