People’s Postcode Lottery debuts new ad campaign featuring pop star Ellie Goulding
New ad showcasing UK charities first launched on Channel 4, with a further release scheduled for digital platforms as part of social lottery’s changing approach to marketing
The People’s Postcode Lottery has launched a new advertising campaign featuring British comedian Tom Allen and Grammy-nominated musician Ellie Goulding as part of its plans to reach new audiences.
The ad was created by the People’s Postcode Lottery’s in-house creative team and the GOOD Agency, which has created ad campaigns for charities such as Marie Curie and Save the Children.
The advert was directed by J Marlow via film production company Outsider, which has previously worked on campaigns for Boots and Kwik Fit.
In the ad, Allen visits a People’s Postcode Lottery player named Sarah to deliver her a message of thanks.
Allen then steps aside to reveal Goulding, who gives a rendition of What the World Needs Now originally sung by Jackie DeShannon in 1965.
During the song, clips play which highlight the impact of lottery funding on charities across the UK.
Each charity highlighted expresses gratitude to Sarah while thanking all players for their contributions.
The charities featured include the Royal British Legion, Battersea Dogs and Cats Home, the Royal Voluntary Service, Trussell, the Ellen MacArthur Cancer Trust, OnSide Youth Zones and Riding for the Disabled Association.
After premiering on Channel 4 yesterday, 10 October, the campaign will also span across subscription on-demand services, broadcaster on-demand platforms, online video and social media.
The campaign is also supported by a geo-targeted digital out-of-home campaign, with regional shoutouts thanking players in key regions.
The People’s Postcode Lottery said the shift in approach was mirrored on its sister lottery Netherlands’ Nationale Postcode Loterij’s ‘Thank you, Johan’ campaign.
The social lottery added that the campaign represented its aim to “reach new audiences and increase consideration – a departure from the brand’s core focus of driving efficient cost per acquisition”.
Anna Russell, People’s Postcode Lottery head of marketing, said: “This was such a special campaign to work on.
“People often don’t realise how many charities and good causes are supported and how much funding has been raised. We decided to create this campaign to thank our players – none of this could be achieved without them”.
The lottery brand said that the campaign would represent a shift in marketing strategy, “focusing on the benefits to good causes, rather than the winners”.
Bryn Attewell, executive creative director at GOOD Agency, added “I don’t think people realise just how much players of People’s Postcode Lottery have raised for charities and good causes – more than £1.4bn, in fact.
“So, to be able to tell that extraordinary story via a simple ‘Thank You’ from just a few of those amazing charities, and Tom and Ellie, of course, was a real pleasure.”
In October 2023, the People’s Postcode Lottery rolled out an eight-figure ad campaign ahead of what was a record December prize draw for the company.