Ahead of Tokyo Olympics 2020, Camelot celebrated GB team and GB Paralympics athletes in its fully integrated, multi-channel “biggest ever” brand campaign.
Aired on TV, radio, digital and high-impact OOH – as well as all owned National Lottery channels and 44,000 National Lottery retailers across the UK – the campaign ran to first performed on July 7, premiering in a 30-inch spot when England v Denmark.
Along with other prime-time advertising slots throughout the week, including during the Euro 2020 Sunday final – the athletic campaign features a sprinter Jonnie Peacock MBE, wheelchair tennis player Jordanne Whiley MBE, taekwondo athlete Lutalo Muhammad, discus thrower Dan Greaves, paracanoe 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 have no doubts about the role they play in supporting our Olympic and Paralympic athletes. “, said Keith Moor, Marketing Director of Camelot.
“Our hit TV commercial – featuring an incredible group of our heroes Team GB and ParalympicsGB – will be followed by high impact out-of-home advertising, a must-have retail presence and cut-throat stories. blows digital.
“Then, as the Games begin and the medal count begins, we will step into the heart of Team GB and Paralympics GB triumphs to remind the nation that the success of our athletes depends on play.
“During this momentous sporting summer, the National Lottery players should feel incredibly proud of their contribution, so we will tie the goal with the game at every possible opportunity. We can’t wait to collectively celebrate all of the winning moments. “
Along with the unmissable main campaign, the advertising for the individual National Lottery games will be badged with the Team GB and ParalympicsGB logos, and the Lotto ‘It could be you’ TV commercials will be updated with a Tokyo twist. – which means players will remember the role they play in funding athletes at every national lottery touchpoint.
The television commercial was created by adam & eveDDB, with planning and media purchases managed by Dentsu.National Lottery Launches ‘Biggest Ever’ Advertising Campaign for Team GBNational Lottery Launches ‘Biggest Ever’ Advertising Campaign for Team GB