People's Postcode Lottery Launches Largest Multi-Channel Christmas Campaign
The People’s Postcode Lottery brought its festive spirit back to the snowy streets this Christmas with its biggest-ever multi-channel campaign. Crafted internally by the lottery team and directed by Vince Peone through The Gate+, the campaign features a new TV advertisement starring Davina McCall, Emma Willis, and Mike Wedderburn.
Celebrating the Biggest Prize Pot
The ad highlights the brand’s record prize pot of £38.2 million, spreading holiday cheer as the celebrities share the exciting news. One of the campaign’s most dramatic moments is Fred Sirieix's daring skydive from the lottery’s iconic red blimp.
“Could your door be the winning one?”
This question prompts viewers to sign up before the deadline at midnight on Sunday, 30 November.
Broadcast Hijacking and Podcast Partnerships
In the weekend leading to the sign-up cutoff, the lottery hijacked broadcaster continuity segments with voiceovers surrounding popular ITV and Channel 4 shows such as Gogglebox and I’m A Celebrity. To broaden its audience, People’s Postcode Lottery teamed up with Goalhanger Podcasts for a takeover week on The Rest Is series.
- The deal features branded segments and full episodes.
- Hosts engage listeners with the key question: “Is your door in the draw?”
Expanding Across Multiple Media Channels
The campaign also runs across radio, out-of-home (OOH) advertising, and digital platforms. The media buying and planning were managed by the7stars along with the lottery’s in-house media investment team, creating a bold, widely visible presence.
Author’s summary: People’s Postcode Lottery delivers its largest festive campaign yet, combining bold stunts, multi-channel media, and celebrity endorsements to promote its historic £38.2 million prize pot and encourage sign-ups.
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