Client: People’s Postcode Lottery
Ticket sales and consideration for the People’s Postcode Lottery were down for four straight years. The biggest problem was understanding how to play, which led to a lack of motivation to sign up regardless of prize size. But with December being the biggest prize draw of the year, we had a chance to start afresh. This fully integrated, cross-broadcaster, multi programme partnership was all delivered from brief-to-delivery in just 6 whirlwind weeks. The PPL beat all records by collaborating with 3 broadcasters, 10 celebrities and 8 programmes to asking 1 big question, to promote a £17.3m prize draw in 90” spots over 2 days. In a first-of-its-kind partnership, the UK’s three biggest broadcasters came together across November to create TV spots tailored to fit their own tone, whilst delivering a consistent style to maximise PPL’s TV presence with doors aplenty. The campaign drove record subscriptions and delivering the brand’s biggest monthly draw in its 20-year history with the final weekend of our 90” spots being PPL’s biggest ever days for subscriptions.
