Cannes Lions

I Am Team GB

THE NATIONAL LOTTERY, London / ITV / 2017

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Overview

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Overview

Description

I Am Team GB

Millions would watch Rio 2016 event on TV.

Research told us that when viewers really get into sport they identify with their heroes and feel part of the team.

But we realised that for previous Olympics, people were held back from participation by inertia, self-image and lifestyle obstacles.

So we designed a campaign that:

(1) Used communications built around the rallying-cry I Am Team GB to heighten the sense of involvement and belonging.

(2) Created a potent ‘nudge to action’ in the form of a unique, free, one-day event, the nation’s biggest-ever sports day. It was open to all and it allowed everyone to feel comfortable, whatever their shape or size, sampling sports alongside hundreds of returning Olympic heroes and out-of-shape TV celebrities, at thousands of clubs and venues all over the country. As an extra nudge, ITV switched off all its channels for an hour.

Execution

The campaign built over 7 weeks. IATGB launched on ITV daytime, followed by two TV ads. One thanked people for playing the lottery and funding Team GB. The second announced the Sportsday and invited people to sign up for the team.

Olympic heroes reinforced the rallying cry on social media.

Celebrities appeared in TV ads as recruiters for the event.

Partners’ social media channels and posters in 47,000 stores celebrated Team GB wins and directed audiences to participate.

A geo-targeted digital poster campaign, supported by radio, directed people to their nearest event.

PR helped trigger conversation and participation. IAmTeamGB was front-page in The Telegraph, double-page in The Sun, Radio 5’s story of the week and top of BBC news online on the day.

Hundreds of famous names tweeted support.

Every time #iamteamgb was used, people received a personalized message from an Olympian thanking them for their support and inviting participation.

Outcome

Biggest mass-participation sports event ever.

• 972,000 people tried everything from aerobics to yoga.

• 52% described themselves as ‘non-sporty’

• Previous Guiness world record-holder attracted 125,000 participants.

Participants continued to move:

• 85% said they’d participate again

• 56% 10 weeks on were doing more exercise

• 13% joined a sports club

It got the the world noticing

• #Iamteamgb trended at UK’s no.1 for 3 hours and worldwide Top10

• 2263 articles, a reach of 108M and Advertising Value Equivalent of £17.75M

• 80,000 uses of #IAmTeamGB with 150m impressions

• 4.1 million people said campaign inspired them be more active

It was transformative for The National Lottery

• TNL Sales were up 5% in the two months after the campaign

• 68% of population felt more positivie about TNL

• Awareness of TNL TeamGB fundingincreased from 28% to 63% and 74% amongst those aware of Sports Day

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