National Lottery: Daily Million

This case study describes the launch of Daily Million, a daily draw game from the National Lottery in Ireland.

National Lottery: Daily Million

Agency: DDFH+B GroupMedia: StarcomClient: National Lottery

Introduction & Background

On Tuesday 11th September 2012, the National Lottery launched Daily Million, a new daily draw game. The launch campaign results presented in this paper will show that this was no ordinary, everyday launch.

First, let's go back to New Year's Day.

At the start of 2012, the National Lottery ran draw games seven days a week: Lotto, with draws on Wednesday and Saturday; EuroMillions, with draws on Tuesday and Friday; Monday Million with draws on Monday; All or Nothing, with a draw...

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