Challenge

The National Lottery is the single-largest contributor of funding for Olympics 2012 but because they are not a 'sponsor', we have no official rights to leverage the relationship. So our challenge was to find a cost effective way to link the brand to the Olympics.

Solution

We tapped into the nation's passion for the Olympics and created awareness of The National Lottery's investment in 2012 by hijacking the GB athlete's victory parade through London, following Beijing. We used 20,000 foam National Lottery hands to turn the crowd and athletes into thousands of brand ambassadors and walking posters. The victory parade through the street of London became one giant National Lottery photocall.

Results

We invested £75, 000 in foam hands and we delivered a BRILLIANT £750, 000 in media value; across national and regional press, online and TV news coverage.