Case Study: The National Lottery boosts Christmas campaign performance with System1

The National Lottery Bets Big on Christmas Campaign and Wins with Help from System1

The National Lottery, a UK-based organization, wanted to build brand equity and positive feelings with a powerful Christmas advertising campaign, rather than just focusing on sales during the cost-of-living crisis. They partnered with their agency and the vendor, System1, to pre-test their ad concept using the Test Your Ad platform to gauge its potential effectiveness before finalizing and airing it.

System1’s pre-testing confirmed the ad’s strength, providing high scores that predicted excellent performance. After the ad aired, it scored an exceptional 5.7-Star Rating, ranking #9 among all Christmas ads and #1 in its category. System1’s Test Your Brand platform later tracked the campaign's impact, showing it drove The National Lottery’s brand health metrics to record levels of Fame, Feeling, and Fluency.

The National Lottery

Anna McInally

Head of Marketing Communications and Creative