People’s Postcode Lottery Launches Largest Christmas Campaign
The People’s Postcode Lottery returned to snow-covered streets this Christmas with its most extensive multi-channel campaign yet. The in-house team, directed by Vince Peone through The Gate+, created a festive TV ad featuring celebrities Davina McCall, Emma Willis, and Mike Wedderburn spreading holiday cheer while announcing the brand’s biggest prize pot of £38.2 million.
Dramatic Celebrity Stunt and Key Messaging
Fred Sirieix makes a memorable entrance by skydiving from the lottery’s iconic red blimp, challenging viewers with the question:
“Could your door be the winning one?”He reminds the audience to sign up before midnight on Sunday, 30 November.
Media Strategy and Broadcast Hijacking
In the weekend leading up to the deadline, the campaign intensifies with the lottery brand hijacking continuity segments on ITV and Channel 4. These segments include voiceover messages around popular shows like Gogglebox and I’m A Celebrity.
Podcast Partnership and Multi-Channel Reach
To extend its reach beyond TV, People’s Postcode Lottery has partnered with Goalhanger Podcasts. The campaign takes over the four biggest shows in the popular The Rest Is series, featuring branded segments where hosts ask listeners:
“Is your door in the draw?”
- Campaign includes radio, out-of-home (OOH), and digital advertising.
- The media plan was developed by the7stars alongside the People’s Postcode Lottery’s in-house media investment team.
Author’s summary: The People’s Postcode Lottery rolled out its largest festive campaign ever, blending celebrity stunts, TV hijacking, and podcast partnerships to attract participants before the 30 November sign-up deadline.
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