Case Study: Allwyn National Lottery drives brand awareness and purchase intent with GumGum

Allwyn National Lottery boosts brand awareness 13% with GumGum

Allwyn, the licensed operator of the UK National Lottery, partnered with the vendor GumGum to improve brand awareness and consideration. The challenge was to create a campaign that aligned with Team GB and the Summer Olympics, aiming to enhance audience connection through high-impact online video and display advertising.

GumGum utilized its Mindset Graph contextual intelligence technology to place ads in relevant environments like sports and entertainment. The campaign employed bespoke formats including Interactive Skins and online video. The results, validated by an independent researcher, showed a 13-point increase in brand awareness among 18-34s, with 69% of viewers responding positively to the ad, surpassing the benchmark. GumGum's solution also drove a 7-point increase in purchase intent.

Allwyn National Lottery