National Lottery's 'I Am Team GB' Campaign Doubled Brand Awareness

When the U.K.'s National Lottery launched its "I am Team GB" campaign, the goal was to "boost the public's awareness of the role played by lottery funding in Team GB's success," according to Shona Ghosh of CAMPAIGN LIVE. The brand said that awareness "almost doubled," rising from 28% before the campaign to 52% after it launched. Along with two TV spots, the brand "boosted its digital activity," partnering with video companies Seenit, EchoMany and Waste to deliver videos "in the moment." Of particular note was the company’s personalized thank you videos from Team GB athletes, "developed by EchoMany and posted on the National Lottery’s Twitter feed." There were "more than eight million views of the videos on Twitter." The National Lottery is "also claiming more Twitter chat than any other Team GB sponsor, backed up by Brandwatch data." On Facebook, the National Lottery "posted videos celebrating individual medal wins by Team GB athletes." Views exceeded 10 million, while "total engagements" -- including likes and comments -- on the dedicated "I am Team GB" page total more than 11 million. The campaign comprised two ads: "The road to Rio" and "I am Team GB" (CAMPAIGN LIVE, 9/6).