Every year, The National Lottery donate millions of pounds to Sport UK, funding thousands of British athletes. When those athletes went off to compete in Rio 2016, Camelot asked us to create engaging content that celebrated how their players supported Team GB.
We did just that, creating a celebratory piece for every single medal win at the games and being the first to…
post about it. This meant working around the clock and drinking gallons of coffee as we tracked the athletes’ every move, so Camelot was the first brand to break the good news on social as the UK woke up and checked their feed.
Our videos racked up over 10 million views and TNL received over 20,000 mentions across Twitter and Facebook - more than three times as many as the number two brand, Nissan, with just under 6,000 – all the more amazing for a brand without official ambassadorial deals being agreed.
The overall goal to boost the public's awareness of the role played by lottery funding in Team GB's success nearly doubled, with awareness rising from 28% before the campaign, to 54% after it launched.
And of huge importance to Camelot the campaign also led to an uplift in sentiment, with 68% of National Lottery players saying they felt more positive about the brand