In the Christmas spirit of goodwill to all, the last draw of the year is always People’s Postcode Lottery’s biggest. In 2023, this meant a massive £17.3 million to be shared by players within one lucky postcode area.
The brand's advertising efforts had seen awareness rank highest among the competitive set, but they had an ageing audience and were not on the radar for younger more affluent groups. Growth would only be achieved by attracting this audience while maintaining appeal to the core.
We wanted to appeal to both heartland and growth audiences, by leveraging broadcast partner’s IP and TV personalities. This would enable People’s Postcode Lottery to engage viewers directly with the shows they loved, encouraging them to reappraise the lottery and spur them into action.
Executing the idea at scale and through the use of the talent asking the nation ‘Is your door in the draw’ created the impression everyone was taking part.
A first-of-its-kind broadcast partnership was developed with the three biggest commercial stations in the UK. TV spots were created by each station, tailored to its house style. Each showcased an array of talent, shows, and sets that resonated with our growth and heartland audiences.
On ITV, stars including Emma Willis, Stephen Mulhern, AJ Odudu, and Will Best starred, following Emma on a journey from backstage at The Voice, to the Big Brother studio, and beyond.
On Channel 4, Fred Sirieux, George Clarke, and Rachel Riley encouraged the nation to get their doors in the draw from the sets of First Dates, Amazing Spaces, and Countdown.
On Sky, Jamie Redknapp took viewers on a magical journey from the set of A League of Their Own to the Sky Sports News Studio, bumping into Katherine Ryan and Mike Wedderburn en route.
The campaign finished with a bang, bringing together talent from across all channels to create an unmissable 90” spot which drew from the programming of each station. The finale was delivered through a roadblock of all TV airtime across the three broadcasters.
To capture attention and drive participation, OOH and social executions were powered up using postcode data to deliver messages of how many people were signed up in their local area.
20%
YoY consideration increase.
46%
consideration increase in London.
Ingraining the brand in popular culture saw People’s Postcode Lottery become more talked about than ever before!
Consideration increased by 20% YoY, seeing a notable rise of 46% across London, a core region for our younger, upmarket growth audience.
December Draw sign-ups hit 204,370, delivering 130% of the target and People’s Postcode Lottery’s biggest-ever monthly draw in its nearly 20-year history. These sign-ups equate to £2.4m of revenue from new players in December Draws, as well as an extra £809k for charity.