Campaign details
Brand: The National LotteryBrand owner: Premier Lotteries IrelandEntrant company: Core, DublinMarket: IrelandSector: Lotteries, casinos, gamblingMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio & audio, Social media, TelevisionBudget: 10 - 20 million
Executive summary
The National Lottery rebuilt its brand reputation by focusing on two key attributes: reducing perceptions of greed and increasing 'win belief'. Doing so led to sustained commercial triumph, increasing revenue by 6% and play by 11% after several flat years.
The marketing...