The National Lottery - Let's Celebrate

National Lottery 20th Anniversary Celebration

Client: Camelot

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 iwanttosleepintheshard.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 announced live on TNL’s birthday draw show.

 

Results

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

 

One more thing

12 cakes were blown up to get the perfect shot of the spinning strawberries.