The National Lottery: The campaign so successful it was pulled

The National Lottery, a state-franchised lottery, drove sales for the Millionaire's Raffle in Ireland.

Campaign details

Brand: The National LotteryBrand owner: The National LotteryEntrant company: Core, DublinMarket: Irish RepublicSector: Lotteries, casinos, gamblingMedia channels: Email marketing, Mobile apps, Newspapers, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Radio & audio, Search marketing, Social media, Television, Video on demand, Websites & micrositesBudget: 500k - 1 million

Executive summary

The Irish National Lottery's Millionaire Raffle had never sold out all 500,000 tickets before the New Year's Eve draw. Additional challenges emerged for the 2020 seasonal gifting product via severe government restrictions on retail, a product that...

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