Proud to Present: The National Lottery

Challenge 

The National lottery has an amazing and profound effect on the United Kingdom, raising £33m a week and providing an average of 148 grants per postcode. It has transformed the nation in many ways, with projects including London 2012, The Angel of The North, and The Kings Speech.

However there is also a huge amount of local community work taking place, with 70% of all grant money going towards projects under £10k. In 2015, The National Lottery wanted to work with ITV to tell these stories about some of the great causes.

Insight

The target audience for The National Lottery is the UK population; it is a brand for everyone and provides games for all, over the age of 16, to play. Though the audience is broad, the campaign needed to be personal in the way that the message was delivered to engage with people and make them feel connected to the stories.

The strategy was to tell life changing stories which are 'close to the home and close to the heart'. This entailed delivering stories which took place within people's regional communities and which resonated with people's individual passions.

Activation

10 projects which have received National Lottery funding were showcased in a series of contextual, national and regional adverts, exclusively broadcast on ITV. By working closely with ITV at an early stage the adverts were designed to have the same look & feel of the channel, which was further strengthened by licensing the ITV logo.

The stories were tactfully placed in relevant programme genres that complemented the individual projects covering drama, youth, factual, entertainment and sport.

The campaign also took advantage of ITV's regional infrastructure so that each story was accompanied by a contextual, localised message for 11 different ITV regions.

The campaign launched with a bespoke 90" Proud to present spot on 3 August during Coronation Street. Throughout the campaign full-length 90" versions of each film were available on ITV.com & Interactive VOD.