Lotto's challenge was to create a game that generated both big exciting jackpots, made more millionaires, enabled more players to win more often and therefore raise more money for good causes.
To engage more with the positive benefits of the game change, Lotto first needed to get people emotionally engaged with this new game.
The strategy
#PleaseNotThem took the nation by surprise. They reminded players that anyone can win with Lotto by showing them what could happen if well-known celebrities won, for example Piers Morgan and Katie Price.
By enhancing every aspect of their marketing, Lotto were able to deliver for everyone, increasing the funding for good causes, making more millionaires and giving more players the chance to win more often.
Millions will continue to benefit from these changes to the nation’s game for years to come.
To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.
Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.