People’s Postcode Lottery Launches Largest Multi-Channel Christmas Campaign
People’s Postcode Lottery’s celebrity team returned to the snowy streets this Christmas for the brand’s biggest-ever multi-channel campaign. Developed internally and directed by Vince Peone at The Gate+, the festive TV commercial features Davina McCall, Emma Willis, and Mike Wedderburn spreading holiday spirit while announcing the lottery’s record prize pot of £38.2 million.
Dramatic Skydive Stunt and Call to Action
Fred Sirieix makes a striking entrance with a daring skydive from People’s Postcode Lottery’s iconic red blimp, asking viewers,
“Could your door be the winning one?”
He reminds the audience to sign up before midnight on Sunday, 30 November.
Strategic Broadcast and Media Presence
In the weekend leading up to the sign-up deadline, the campaign intensifies with the lottery brand taking over broadcaster continuity segments. Contextual voiceovers introduce programming on ITV and Channel 4, including popular shows like Gogglebox and I’m A Celebrity.
Podcast Partnership and Extended Reach
To amplify the campaign beyond traditional screens, People’s Postcode Lottery has teamed up with Goalhanger Podcasts. This first-of-its-kind collaboration features a takeover week on the network’s four largest podcasts in The Rest Is series. Hosts engage listeners by asking,
“Is your door in the draw?”
Additional Media Coverage
- Radio broadcasts
- Out-of-home (OOH) advertising
- Digital marketing
The comprehensive media strategy was planned and executed by the7stars alongside People’s Postcode Lottery’s in-house media investment team.
Campaign Impact Summary
This campaign represents a bold and wide-reaching effort to engage lottery players through diverse media, leveraging celebrity appeal and innovative partnerships to boost sign-ups.
Author’s summary: The People’s Postcode Lottery’s record-breaking £38.2 million Christmas campaign uses celebrity-led multi-channel media and innovative podcast partnerships to maximize player engagement before the sign-up deadline.