In front of Tokyo 2020 Olympic Games, Camelot celebrated Team GB and GB Paralympics athletes as part of its “biggest ever” fully integrated, multi-channel brand campaign.
Playing on TV, radio, digital and high-impact OOH – as well as all National Lottery owned channels and at 44,000 National Lottery retailers across the UK – the campaign was broadcast for the first time on 7 July, premiering in a 30-inch spot during England v Denmark.
With additional prime time advertising slots throughout the week, including during Euro 2020 final Sunday – athlete-studded campaign features sprinter Jonnie Peacock MBE, wheelchair tennis player Jordanne Whiley MBEtaekwondo athlete Lutalo Muhammad, discus thrower Dan Greavesparacanoist Emma Wiggs MBE and walker Tom Bosworth.
“With the scale and reach of this campaign – the largest ever by the National Lottery – we want players to be in no doubt about the role they play in supporting our Olympic and Paralympic athletes. “, said Keith Moore, Marketing Director of Camelot.
“Our hit TV advert – featuring an incredible cast of our Team GB and Paralympic GB heroes – will be followed by high-impact outdoor advertising, an unmissable retail presence and jaw-dropping stories about digital.
“Then, as the Games begin and the medal count begins, we will plant ourselves amid the triumphs of Team GB and the GB Paralympics to remind the nation that the success of our athletes is built on the game.”
“During this memorable sporting summer, National Lottery players should be incredibly proud of their contribution, so we will match the goal with the game at every possible opportunity. We really look forward to collectively celebrating all the winning moments.
Alongside the must-have core campaign, advertising for individual National Lottery games will carry the Team GB and Paralympics GB logos, and the Lotto “It Could Be You” TV adverts will be updated with a Tokyo twist, this which means players will be recalled. the role they play in funding athletes at each National Lottery touchpoint.
The TV ad was created by adam&eveDDBwith media planning and buying handled by Dentsu.National Lottery launches “biggest ever Team GB advertising campaign”National Lottery launches “biggest ever Team GB advertising campaign”