UK National Lottery operator Camelot has won three awards at the annual Marketing Society Awards – winning in the ‘Brand Revitalisation’ category and two Judges’ Choice Awards.
Camelot’s ‘Brand Revitalisation’ entry – submitted in partnership with ad agency Adam&Eve DDB and media buyer iProspect – highlighted the operator’s work in recent years to revitalise the National Lottery brand by better connecting play with purpose.
It also set out how the operator streamlined its National Lottery products portfolio to make it more compelling and how it has maximised media effectiveness. All of this resulted in the National Lottery brand positivity reaching historically high levels – with YouGov naming it the UK’s second most improved brand in 2020 – and has helped Camelot achieve lottery sales growth for four consecutive years.
The ‘Brand Revitalisation’ entry picked up an additional two Judges’ Choice Awards – the Finance Directors’ Prize and the 2021 Awards ‘Grand Prix’.
The Finance Directors’ Prize is judged by a panel of finance directors who choose the entry they think best demonstrates effective use of marketing expenditure. The 2021 Awards ‘Grand Prix’ winner is chosen from one of the winning main category entries which demonstrates marketing that stands out and showcases the brilliance of the industry as a whole.
The 2021 Awards Judges commented that “connecting the brand to Playing with Purpose was not only a great differentiator but also linked back to the initial launch of The National Lottery”.
Camelot’s Chief Marketing Officer, Keith Moor, said: “Over the last few years, we’ve put an enormous amount of time and effort into improving the National Lottery’s brand presence and relevance – and these three prestigious honours from the Marketing Society are confirmation that all of our hard work has paid off, with the Grand Prix in particular being something all marketers aspire to.
“A huge thanks to my team – and the wider team at Adam&Eve DDB and iProspect – for everything they’ve put into making this a success, and there’s still much more to come. And an enormous thanks to National Lottery players who raise a phenomenal £36m every week for Good Causes. It’s critical to the National Lottery’s ongoing success that they understand the role that they play – so we’ll continue to keep reminding them of that at every possible opportunity.”
