The National Lottery: If it weren’t broke, why did planning ‘fix’ it? (and win Christmas 2022)

The National Lottery (TNL) achieved record-beating Christmas-period ticket sales in the UK, with a TV, OOH and mobile campaign based on how winning the lottery enables people to become the best version of themselves.

We helped turn The National Lottery (TNL) around with an efficient marketing machine delivering record brand performance, sales and an additional £500m to the Good Causes. We'd won the Marketing Society Grand Prix. Why change anything?

This is the story of imagining better. Challenging the, already effective, status quo. Shifting up another gear. Turning TNL into the dark horse for the most challenging time to cut through, Christmas 2022.

Reimagining a Moment: From drumbeat jackpots; to an emotional Christmas peak.

Reimagining the Message: From good-cause messaging rooted in evidence; to emotive winning rooted in an insight: winning the...

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Insights Team
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