The National Lottery: How doing 'one hundred things one per cent better' helped Camelot achieve record sales

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 National Lottery: How doing 'one hundred things one per cent better' helped Camelot achieve record sales

Principal author: Simon Jenkins, MPG Media ContactsContributing authors: Michael Salter, Andrew Deykin and Ben Dudley, MPG Media Contacts

"It's not doing one thing 100 per cent better that makes the difference; it's doing one hundred things 1 per cent better". Dianne Thompson Camelot Group CEO.1

You'd be forgiven for thinking it's easy to make 'advertising work' for The National Lottery. Everybody wants to be a millionaire, after all, and UK operator Camelot, has had the sole licence to...

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