National Lottery

I am Team GB
Branded Experience
Key metric

Connected Experience Index Score [1]



Campaign Event Awards

The Game Changer Winner



The National Lottery Make Viewers Part of Team GB

Despite being behind much of Britain’s UK sporting success, knowledge of The National Lottery’s funding of sport had low awareness of this with the public.

With Olympic broadcasting rights held by the BBC, ITV wanted a smart way to be involved and add value to the national conversation surrounding The Games. However, when viewers of big sporting events get emotionally invested, they want to feel more than just spectators so they had to make them feel like part of the team.

The experience had to communicate The National Lottery’s Team GB funding, make ITV part of the Olympic conversation and encourage the nation to exercise. Irrespective of age, size or ability, the campaign would give everyone the opportunity to be part of Team GB. 

People could be part of Team GB by playing the National Lottery, funding the team’s success and also taking part in the Nation’s Biggest Ever Sports Day, I Am Team GB.

2,000 clubs were recruited to be part of the day, whilst talent and athlete-led TV advertising invited people to sign up to be part of it.

Features in ITV editorial, PR in the national press and online created FOMO (‘Fear Of Missing Out’) as ITV turned off all seven channels for an hour to kick off sports day.

The sporting experience got 1 million people to participate and 4 million said the campaign inspired them to be more active.