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The National Lottery

We helped The National Lottery appeal to a new generation of players with a powerful idea that united their family of games, linked its projects with its prizes and re-energised its culture to be ready to change more lives.

When we partnered with Camelot in 2012 it was facing a paradoxical challenge. The National Lottery, which Camelot runs, was one of the largest consumer brands in the UK, raising £6.5bn that year. But it wasn’t enjoying the benefits of its success. With a strong focus on prize money, it felt a bit one dimensional. People didn’t have much of a connection with The National Lottery.

It was clear the world had changed a great deal since The National Lottery began in 1994: gaming had become more digital and more social, individuals had more voice and social causes mattered more. The National Lottery needed to catch up.

Adding the ‘we’ to the ‘me’

We started with an insight: if The National Lottery was more closely connected with the projects it funded, then it would be more relevant to a new generation of players. While other brands were talking about social causes The National Lottery was busy actually giving £33M a week to projects. But no one knew of the impact it created.

We proposed The National Lottery could ‘mean more, play more, change more lives’, and we set out a plan of action to help create a new leadership story and reinvigorate its visual identity.

A new generation

To become relevant again The National Lottery needed to be clear about what it stood for. We worked with the CEO, Andy Duncan, and the Marketing and Consumer Director, Sally Cowdry, to uncover the reason The National Lottery exists.

We built a leadership story around the idea of ‘life changing’, an idea originally thought up by AMV DDBO. We loved how the idea linked individual prizes and social projects together to appeal to a new audience of players.

Hands up

The visual identity needed to make a modernising splash, communicating ‘life changing’ and reflecting contemporary Britain.

People associated the hand symbol with The National Lottery so we kept that part of the identity, redesigning it to be more contemporary and recognisable. And we simplified it to work digitally and in animation. The hand became the common element, uniting The National Lottery and its games, while a new world of colours, shapes and animations gave each game its own feel.

A playful experience

The National Lottery had a proliferation of games, which although gave players lots of choice, risked overwhelming them. We helped Camelot hone The National Lottery experience, helping create its home for instant wins and digital games – GameStore and developing new scratchcard designs.

Creative partners

Working with Camelot in new ways helped us achieve more together. Camelot’s design team moved into our studio temporarily to help build the visual system and brand guidelines quickly and learn how the brand works in a hands-on way. A close relationship with Camelot design teams helped implement the brand cost effectively.

A life changing place to work

Three years later our partnership continues with a number of exciting internal projects that will be part of bringing the brand idea to life inside the organisation.

We’re helping write new values – defining what it is that makes Camelot a life changing place to work. We used digital tools to involve all 800 employees through the process, such as a video recording mobile app so anyone could contribute an idea. We also built a team of champions from across the organisation to democratically craft the new values and start living them.

If only everyone in the business thought like this” A Camelot champion
Changing even more lives

We’re working with leadership to set a vision for Camelot’s next chapter. And we’re helping Camelot distill its proposition to potential employees to attract the right type of people more easily – all with the aim of helping Camelot change even more lives over the next twenty years.