The National Lottery UK: Creating a richer nation

This case study describes how the National Lottery, one of the biggest FMCG brands in the UK, used advertising to deliver significant measurable returns over its lifespan.

The National Lottery UK: Creating a richer nation

Principal author: Craig Mawdsley, AMV BBDOContributing authors: Sam Guinivan and Matt Jones, AMV BBDO

Summary

This is a story of 21 years of advertising delivering vast benefit to the nation.

The National Lottery was established in 1994 to raise funds for Good Causes, specifically charity, health, education, environment, sports, arts and heritage.

Since then, it has become one of the UK's biggest FMCG brands, in the most recent year generating £7.2 billion of sales, with £1.7 billion of this being given to Good Cause projects.

The contribution of advertising...

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