The People’s Postcode Lottery is targeting new audiences with a mammoth marketing campaign marking its most significant Q4 media spend to date.
Written and created by agency VMLY&R, the new multi-million-pound campaign narrative focuses on celebrating tangible outcomes that can be achieved for both winners and good causes.
The campaign is designed to aid People’s Postcode Lottery to move away from its traditional doorstep cheque reveals, and instead drive consideration among new audiences.
Produced by Pulse Films and directed by Simon Cahn, the TV spot explores the idea that an individual’s ordinary postcode could deliver something extraordinary for their community.
Showcased across 90, 60, 30 and 10-second TV spots, the campaign is also supported by national out-of-home (OOH), cinema, digital and social activity.
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The campaign, which saw its media planned and delivered by agency the7Stars, follows a recent survey that showed already more than 70% of postcodes in the UK play People’s Postcode Lottery.
“This is a real step-change for the brand as we evolve how we engage and connect with new target audiences to deliver against our mission of supporting good causes at scale,” said People’s Postcode Lottery managing director, David Pullan.
“We have strong brand awareness in Great Britain, and we are looking to drive growth by increasing the relevance of our brand with more potential players.
“This is an exciting new direction for the creative that incorporates more emotive triggers to play and depicts outcomes that illustrate the dreams we all have about what we would do if we won.
“We’re looking forward to seeing the impact this new creative and media buying strategy will have on both our existing and potential players.”
People’s Postcode Lottery head of creative, Mark Harrison, added: “Behind the traditional image of doorstep winners is an incredible brand built on purpose – to raise funds for good causes and to create winners every day across Great Britain. In this new and invigorated work, we combine play and purpose for the first time.”
VMLY&R London executive creative director, Nick Rowland, concluded: “We’re thrilled to be working with the People’s Postcode Lottery to reach new audiences and switch the focus on to the extraordinary things they make possible for individuals, streets, and communities – as well as charities on people’s doorsteps and beyond. Good things really do come knocking.”
