People’s Postcode Lottery takes to TikTok with £25.7m Big Spring Win – Prolific North
People’s Postcode Lottery will return this Sunday with a major promotion for its Big Spring Win.
The Edinburgh-based organisation will launch the campaign, with a celebrity-led television commercial, featuring Davina McCall, Emma Willis, Mike Wedderburn and Fred Sirieix.
The 60 second “Is your door in the draw?” slot was created in-house and directed by The Gate+’s Vince Peone.
The format has evolved this year, with contextual ad reads on Sky Sports by Mike Wedderburn, the celebrities will also appear directly within broadcaster continuity segments across ITV and Channel 4, “creating more seamless integration between the core creative and channel executions.”
“The strength of the creative platform is its flexibility. The ‘door’ is a constant, but the environments, talent integrations and media placements evolve each season,” said Mark Harrison, Head of Creative at People’s Postcode Lottery.
“That allows us to keep the creative feeling fresh with real homes, locations and reactions, while reinforcing a single, distinctive message – any door can win.”
The media plan includes a TikTok activation, which will see influencers accompany the Postcode Lottery team on selected door knocks, filming real-time winner reactions as big cheques are presented.
Cinema, OOH, radio, direct mail and digital activity support the AV rollout, alongside the brand’s partnership with Goalhanger Podcasts’ The Rest Is series.
Media planning and buying was handled by the7stars in partnership with the Postcode Lottery’s in-house investment team.
“Big Spring Win builds on the platform audiences already recognise and love, while evolving how we show up across media. From celebrity-led continuity to TikTok’s Million Event Takeover, we’re making sure the April draws are culturally present wherever our audience is,” said Anna Russell, Head of Marketing at People’s Postcode Lottery.
“Crucially, it’s also a moment to remind audiences that playing helps generate vital long-term funding for charities and good causes.”
The campaign launches nationwide on 1 March.
This content is sourced from www.prolificnorth.co.uk and is shared for informational purposes only.
