People's Postcode Lottery Launches Largest Multi-Channel Christmas Campaign
The People’s Postcode Lottery’s celebrity team returned to the snowy streets this Christmas with the brand’s biggest-ever campaign. Created internally by People’s Postcode Lottery and directed by Vince Peone of The Gate+, the festive TV advertisement features Davina McCall, Emma Willis, and Mike Wedderburn spreading holiday cheer and announcing a record prize pot of £38.2 million.
High-Flying Stunt and Campaign Highlights
Fred Sirieix makes a striking entrance with a daring skydive from the lottery’s iconic red blimp, asking viewers:
“Could your door be the winning one?”
He reminds audiences to sign up before midnight on Sunday, 30 November.
Broadcast and Media Engagement
The campaign intensity peaks the weekend before the sign-up deadline, with the lottery brand taking over broadcaster continuity segments. Contextual voiceovers frame popular ITV and Channel 4 programs like Gogglebox and I’m A Celebrity.
Podcast Partnership and Extended Reach
To broaden the campaign’s impact beyond TV, People’s Postcode Lottery teamed up with Goalhanger Podcasts. This first-of-its-kind deal includes a takeover week on four major shows of The Rest Is series. Branded segments feature hosts engaging listeners with the question:
“Is your door in the draw?”
Additional Media Channels
- The campaign also runs across radio, out-of-home advertising (OOH), and digital platforms.
- Media planning and buying were executed by the7stars in collaboration with People’s Postcode Lottery’s in-house media team.
Author’s summary: People’s Postcode Lottery’s expansive holiday campaign combines celebrity endorsements, bold stunts, and multi-platform media to promote its £38.2 million prize draw and encourage sign-ups before November 30.
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