People’s Postcode Lottery launches eight-figure ad campaign
Social lottery aiming for three-year growth plan and improved returns for good causes on back of extensive new marketing efforts
People’s Postcode Lottery has ramped up its marketing efforts with its “most significant media spend to date” ahead of a record December draw.
The social lottery has committed an eight-figure sum to its latest campaign, which will be delivered by its partner agency the7Stars.
The campaign, which will run from 24 October to 26 November, includes TV spots, national out-of-home ads, cinema placements and an extensive online and social media presence.
The ads were developed by the People’s Postcode Lottery’s creative partner VMLY&R London and were produced by Pulse Films.
Simon Cahn, who has previously directed music videos for Danny Brown and Major Lazer, was drafted in to oversee the ads.
David Pullan, People’s Postcode Lottery MD, said the new campaign was reflective of the group’s aspirations, with the business aiming for “significant growth” over the next three years.
Pullan noted: “This is a real step-change for the brand as we evolve how we engage and connect with new target audiences in order to deliver against our mission of supporting good causes at scale.
“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,” he added.
Nick Rowland, executive creative director at VMLY&R London, said: “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.”