Challenge
Every week The National Lottery (TNL) raises around £36m for good causes: it’s given that
winning feeling to 450,000 projects across the UK.
None of this would be possible without the people who buy lottery tickets every week – and
Camelot wanted to raise awareness of this and the huge range of causes they support. Our
mission was to help Camelot change perceptions, and help customers emotionally connect
their weekly National Lottery ticket with the good causes they support.
Insight
People may not connect with TNL as a large national brand – but we knew they would connect to real stories told by real people involved in meaningful projects in their local area.
ITV’s brand is about making our audience the hero, with on-screen channel idents showing real people in everyday scenes. We are also unique in our regional targeting; so we could adapt content for each ITV region, ensuring relevance and impact for local audiences.
Idea
We would work with The Story Lab and TNL to produce a series of short films – to be broadcast on ITV and shared online – voiced by charity volunteers and replicating ITV’s style.
Using the same director and production team that created our channel idents, we’d localise each film’s script to focus on the impact projects made in each ITV region.
In the space of four months we’d conceived, produced and broadcast an authentic campaign which produced jackpot results:
10% In the space of four months we’d conceived, produced and broadcast an authentic campaign which produced jackpot results:
22% increase in appreciation that “my local area benefits from lottery funding”
12% increase in awareness of TNL’s contribution to good causes.
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