Beat Blood
Cancer Lottery
Blood Cancer UK
Background
We’re proud to have worked with Blood Cancer UK on three iterations of their lottery to date.
Initially, we created a look and feel for the Beat Blood Cancer Lottery. Due to its success via both face-to-face fundraising and social media advertising, we were asked to create a consistent and eye-catching creative look for their new Super Draw.
These campaigns then ran for three years, with the in-house team at Blood Cancer UK creating new creatives to test against ours. Ultimately, none of the new creatives could compete with the effectiveness of our designs, so the team approached us to again work our magic with a new, refreshed look and feel for the lottery.
The Brief
At each stage, our brief has been to design and develop an exciting creative identity for Blood Cancer UK’s lottery. We needed to reflect the identity of the Beat Blood Cancer Lottery while staying in line with the wider BCUK look and feel. The lottery should be fun and appeal to a wider audience, converting warm supporters as well as acquiring a new cohort of supporters who may not have heard of Blood Cancer UK before.
Our recent redesign was an opportunity to give the creative a fresh, contemporary look and feel while building on the learnings from the live campaigns. Based on BCUK’s successful test at this time of year, we also created a Christmas-specific version of the campaign.
The Creative
Our creative campaigns for the Beat Blood Cancer Lottery have had a unique look and feel that is aligned with the master brand but dials up the selling points for our new audience. The original creative is high energy, positive and aspirational yet achievable. Our 2024 refresh is a striking, positive, and likeable campaign that has strong standout and aligns well with the proposition.
Our approach was to give our audience a ‘reason to play’, to make it emotive and to show how a simple investment of £1 ‘could change their situation for the better’. We wanted it visually to show what a win could give them and imply it could be them. We also wanted the creative to feel easy, uncluttered, and tranquil to reflect the experience we’re selling. And, of course, all profits go to a great cause. Our focus was to create a unique lottery product, not just ride off the back of cause.
The Results
For the initial campaign, both Killer and the client were delighted with the results – the initial campaign made over double what Blood Cancer UK expected in ticket sales and donations. The latest refresh has just gone live so watch this space!
