The National Lottery

Aimed at arresting Lotto’s decline in brand relevance among its core consumers, this personalised OOH campaign launched a new brand positioning: Because it’s possible.

The Challenge

The objective of the campaign was to install a new brand positioning for Lotto. Aiming to positively stimulate brand relevance among the target group of 25-45 year olds, the campaign needed to arrest the decline in Lotto’s market penetration. Next to that, we wanted to positively influence brand image – personality & performance ratios – while stabilising brand awareness.

Our Solution

A fully customized and personalized OOH campaign was developed, including more than 11.600 panels divided on different national networks.

From a creative perspective, we adapted the copy to integrate a strong geo-localised element, to integrate down to the name of the street. There were even themes such as traffic lights and traffic jams!

In the train stations, the message was adapted depending on the location of each digital screen. For instance, the number of the platform or the name of the train station.


A Kantar post-test revealed that the campaign benefited from significantly higher recognition among young people (50% vs 37%), and that it was more motivating for younger people than for older people (63% vs 45%).

During the campaign period, the stated intent to play of people 25-44 jumped from 8 to 19%.

The attributes of the brand also moved in the right direction with this target audience: accessibility from 47% to 53% and “anyone can win” from 43% to 50%.

Resource Centre

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