People's Postcode Lottery Christmas Campaign
People’s Postcode Lottery returned to the snow-covered streets this Christmas with its largest multi-channel campaign to date. The in-house team, led by director Vince Peone through The Gate+, produced a festive TV ad featuring Davina McCall, Emma Willis, and Mike Wedderburn spreading holiday cheer and announcing the brand’s biggest prize pot of £38.2 million.
Exciting Highlights and Key Messages
Fred Sirieix makes a memorable entrance with a daring skydive from the lottery’s iconic red blimp, asking viewers:
“Could your door be the winning one?”
He also reminds the audience to sign up before midnight on Sunday, 30 November.
Campaign Reach and Media Integration
The campaign peaks the weekend before the sign-up deadline, with the lottery brand interrupting broadcaster continuity segments on ITV and Channel 4. Contextual voiceover messages frame popular shows such as Gogglebox and I’m A Celebrity.
To amplify exposure beyond TV, People’s Postcode Lottery partnered with Goalhanger Podcasts, integrating the campaign into the widely listened-to The Rest Is podcast series. This first-of-its-kind collaboration includes a takeover week featuring branded segments and episodes where hosts ask listeners:
“Is your door in the draw?”
Additional Media Channels
- Radio broadcasts
- Out-of-home (OOH) advertising
- Digital marketing efforts
This extensive media coverage is managed by the7stars alongside the lottery’s internal media investment team.
Author’s summary: The People’s Postcode Lottery’s expansive festive campaign combines TV, radio, podcasts, and OOH to promote its record £38.2 million prize pot, engaging audiences with star presenters and daring stunts.