Broadcasters Unite for Star Studded People's Postcode Lottery Roadblock Campaign

In a first for UK broadcast advertising, People’s Postcode Lottery has launched a collaborative campaign across ITV, Channel 4, and Sky, to promote its biggest draw of the year.

The bold and innovative campaign will see leading talent from all three channels feature in individual broadcaster spots, then combine for a never-been-done-before hero 90” advert that will air as a peak roadblock on Saturday 25th November, across all channels.

Designed as an invitation to play and make the draw feel famous, the spots will use the broadcasters’ talent to help tell the ‘how to play’ narrative, while travelling around the nation to ask the all-important question ‘Is your door in the draw?’

The six-figure talent deal features hero talent from all broadcasters, including Emma Willis, Stephen Mulhern, and Big Brother’s AJ and Will for ITV. Fred Sirieix, George Clarke, and Rachael Riley feature for Channel 4, and Jamie Redknapp, Katherine Ryan, and Mike Wedderburn star for Sky.

The campaign will be running from 11th to 26th November 2023 with multiple executions including a 60”, three 10”, and one hero 90” creative. Living beyond TV, the partnership will bring the famous and easily recognisable faces to some of the UK’s most iconic OOH sites. Leveraging large screen digital OOH, including Piccadilly Lights and Cromination, the media schedule collaboratively devised between People’s Postcode Lottery and the7stars aims to capture attention and extend the AV partnership into the physical world.

An extension of the brand’s current Good Things Come Knocking Q4 campaign, the invigorating visuals in the new advertising will elevate People’s Postcode Lottery’s new creative direction. The brand has made a distinct and purposeful move away from its historical cheque reveals on doorsteps to help drive consideration with new audiences.

Dave Singleton, head of media investment at People’s Postcode Lottery, said, “To innovate at such a key period for People’s Postcode Lottery takes bravery and co-ordination. The collaboration of the broadcasters, the7stars and our in-house team has been exceptional in delivering such an ambitious project.” 

In a cross-broadcaster statement, ITV, Channel 4, and SKY added, “TV sits at the heart of popular culture – it entertains, informs, and reflects the UK. Working with People’s Postcode Lottery, ITV, Sky and Channel 4 have combined all these elements to help produce and broadcast one of the biggest and bravest campaigns of 2023. We are confident this ground-breaking work will help propel People's Postcode Lottery’s biggest draw ever to be its most successful.”

Rhiannon Murphy, head of activation at the7stars, said, “At the7stars we believe in the importance of creativity and never has this been more important than for People’s Postcode Lottery’s biggest-ever draw. This landmark collaboration with the UK’s biggest broadcasters, and their most iconic talent, delivers fame and excitement on a truly national scale – TV’s true forte.”

More than 70% of postcodes in Great Britain already play People’s Postcode Lottery. Since its inception 18 years ago, more than £1.2bn has been generated for charities and good causes. It’s biggest Christmas draw to date will see winning postcodes share £17.3 million in prize money.