How doing 'one hundred things one per cent better' helped Camelot achieve record sales  (2012)

Silver award winner

Campaign: How doing 'one hundred things one per cent better' helped Camelot achieve record sales
Brand: The National Lottery
Client: Camelot
Entrant: MPG Media Contacts
Principal Author: Simon Jenkins - MPG Media Contacts
Contributing Authors: Michael Salter - MPG Media Contacts, Andrew Deykin - MPG Media Contacts, Ben Dudley - MPG Media Contacts
Credited Companies: AMV BBDO - Creative Agency, OMD - Media Agency, Camelot - Client


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All lotteries generate vast excitement when they launch but go into steep sales decline as optimism inevitably fades. To address this, over the last seven years, MPG Media Contacts has devised a successful rollover marketing formula, under-pinned by econometrics, to tame the inherent ‘unpredictability’ of the lottery business. The strategy has involved minimising late-buying in TV, a focused spot-length strategy, and strategic message and channel deployment to maximise the ROI potential of any jackpot scenario. This has provided the platform for managed long-term growth via brand diversification and new game development, and helped Camelot to achieve record sales of £5.8billion in 2011 - bucking the global trend of declining lottery sales worldwide.

Judge's Comments:

This case was very focused, and an amazing demonstration of long term application and dedication to effectiveness from a unique brand. The results were clearly demonstrable across their portfolio of products.