CASE STUDY
The National Lottery
THE BRIEF
We have worked with The National Lottery to make their players feel part of the medal success enjoyed by the home nations at the 2018 Gold Coast Commonwealth Games, and by Team GB and Paralympic GB at the Olympic and Paralympic Games.
Both briefs required Run to clearly communicate the role of The National Lottery as a driving force behind these sporting achievements and how, by playing the Lottery, the public is playing a vital role in medal success.
Activity
Key to our success was our expert sporting knowledge and extensive network of industry contacts, which enabled us to successfully identify and focus on the standout performers over the course of the event.
Working with a brilliant team we generated some inspiring features that helped communicate the Lottery’s association with a range of major sports.
The imagery was outstanding and provided an opportunity to make the most out of social, print, and online marketing potential.
The Results
- Established Clean Sport Week as a key moment in the calendar for sport and media
- 74 NGBs and stakeholders engaged
- +40m web page views — up 207%from 2017
- Strong social media activity, with 22m reached on Twitter alone
- Strong coverage across national and regional media brands, including BBC Breakfast, Sky News, Radio 5 Live, The Telegraph, Independent, and Mail Online
- Wider consumer audience engagement for UKAD and the campaign via a strategic focus on sports supplement consumption by non-professional, recreational athletes
- Campaign shortlisted for a PR Week Award in 2018
