Following a series of game changes positive sentiment towards the National Lottery had slipped significantly. We needed to do something impactful to reinstate our position in the hearts of the nation and halt the decline of a once much loved national brand.
We knew that players of the National Lottery were contributing significantly to Team GB’s likely success in the Rio Olympic and Paralympic Games. By playing they had generated £320m of funding to members of the Team GB squad and were sending 1,300 athletes to Rio. Yet very few people were aware that when they bought a ticket, The National Lottery funded our Olympic heroes. With extraordinary noise – from the press, advertisers, social media and public conversation – we needed a way to cut through and deliver our key message: playing the National Lottery helps us win in Rio.