Lotto: Activating the nation's game

This case study looks at a campaign from the UK National Lottery that gave players more chances to win and more often with the tagline '#PleaseNotThem: Play makes it possible'.

Lotto: Activating the nation's game

Introduction

  • The UK National Lottery launched in 1994. Its purpose was, and remains, to generate money for Good Causes - funding people and projects across Sports, Arts, Community and Heritage. It has transformed many aspects of British national life, now raising over £34m a week for these causes, almost half as much money to Good Causes as Children In Need raises in an entire year. At launch, an astonishing 92% of UK adults played1for the first jackpot of £5.8m (equivalent to £9.77 million today). As with every similar lottery around the world, a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands