The National Lottery: How advertising helped make The National Lottery more 'amazing', returning an extra £322m to good causes

The National Lottery, a state-franchised national lottery, increased revenue in the UK by developing a new communications model to improve brand perception and fight off online gambling competitors.

Campaign details

Brand: The National LotteryAdvertiser: CamelotEntrant: adam&eveDDB / iProspect Category: Single MarketPrincipal author: Stuart Williams, adam&eveDDB Contributing authors: Beth Wilson, adam&eveDDB; David Grainger, Dentsu (iProspect); Sinead Mead, Camelot

Introduction

Imagine setting yourself the challenge of using advertising to make the UK a better place to live. What would you do? Maybe you would use communications to help change harmful behaviours or perhaps you would advertise for public donations.

...What about promoting a game? It probably wouldn't be top of your list, but this paper will show how spending...

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