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  • CAM2

' The National Lottery 20th Anniversary '

Client: Camelot Group Plc
Brand: The National Lottery


The challenge
How could we drive positivity and excitement about The National Lottery and 20 years of changing lives through digital and social channels?

Audience insight
We needed to make players feel a part of the 20 year celebrations so we created 10 beautifully shot celebratory-themed videos, each revealing a URL like iwantosleepintheshard.com where users could win an incredible experience (from a spa break to a holiday). Each microsite delivered a key message about 20 years of changing lives and directed users to the TNL website to learn more. The competitions were open 6-8pm each evening from 10-19 Nov with the final winner being announced live on TNL’s birthday draw show.

The #LetsCelebrate activity generated 6.3 million impressions and received over 135,000 competition entries. An added bonus was that 56% went of entrants went on to The National Lottery website and generated over £142,000 in additional revenue.


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