Camelot - A winning partnership
Each year, The National Lottery contributes millions to Sport UK, supporting thousands of British athletes. When these athletes competed in Rio 2016, Camelot tasked us with creating captivating content that highlighted how its players backed Team GB. We rose to the occasion, producing a celebratory piece for each medal earned and being the first to share the news. This required round-the-clock effort and copious amounts of coffee as we monitored every athlete's performance, ensuring Camelot was the first brand to deliver the uplifting news on social media as the UK awoke to check their feeds. Our videos garnered over 10 million views, and The National Lottery garnered more than 20,000 mentions across Twitter and Facebook—more than triple that of the second-highest brand, Nissan, which received just under 6,000 mentions—remarkable for a brand without any official ambassador agreements. The campaign significantly increased public awareness of the lottery funding's contribution to Team GB's achievements, jumping from 28% prior to the campaign to 54% afterwards. Additionally, it positively impacted Camelot’s reputation, with 68% of National Lottery players reporting a more favorable view of the brand.