People’s Postcode Lottery Launches Largest Multi-Channel Campaign
The People’s Postcode Lottery returned to the festive streets this Christmas with its biggest campaign to date. Created internally and directed by Vince Peone of The Gate+, the TV ad features Davina McCall, Emma Willis, and Mike Wedderburn spreading holiday cheer while announcing the largest prize pot of £38.2 million.
Dramatic Stunt Highlights Campaign
Fred Sirieix makes a striking entrance by skydiving from the lottery’s iconic red blimp, asking viewers:
“Could your door be the winning one?”
He also reminds people to sign up before midnight on Sunday, 30 November.
Broadcast and Media Strategy
In the final weekend before the sign-up deadline, the campaign intensifies with the lottery brand taking over broadcast continuity segments on ITV and Channel 4, surrounding popular shows such as Gogglebox and I’m A Celebrity with voiceover messages.
Podcast Partnership
To expand its reach, People’s Postcode Lottery has teamed up with Goalhanger Podcasts in an innovative collaboration on The Rest Is series. This includes a takeover week across its four largest shows with branded segments that pose the crucial question to listeners:
“Is your door in the draw?”
Additional Campaign Channels
- Radio
- Out-of-home advertising (OOH)
- Digital media
The comprehensive media schedule was planned and purchased by the7stars alongside the lottery’s in-house media investment team.
Author’s summary: People’s Postcode Lottery’s record-breaking £38.2 million Christmas campaign uses TV, podcasts, and multiple media to engage audiences and boost sign-ups by November 30.