Good Things Come Knocking in Biggest People's Postcode Lottery Campaign

People’s Postcode Lottery’s has launched the second phase of its Good Things Come Knocking marketing campaign with its most significant Q4 media spend to date.

The multi-million-pound campaign is a strategic move by People’s Postcode Lottery to move away from its historical cheque reveals on doorsteps to drive consideration with new audiences.

Written and created by VMLY&R, the campaign narrative now focuses on celebrating the tangible outcomes that can be achieved for both winners and good causes. In fact, the players of People’s Postcode Lottery have raised £1.2bn for charities and good causes since its inception.

Produced by Pulse Films and directed by Simon Cahn, the TV spots explore the notion that your ordinary postcode can deliver something extraordinary.

The spots take the viewer through multiple doors, showcasing multiple outcomes; from transforming your house into your dream home, to flying first-class to see family in faraway lands, to giving your child the wedding they’ve always wanted – turning dreams into reality.

Running from 24th October to 26th November 2023, the eight-figure campaign planned and delivered by agency the7Stars includes a 90s, 60s, two 30s, and multiple 10s TV spots, national OOH, cinema, and extensive digital and social media advertising.

More than 70% of postcodes in Great Britain already play People’s Postcode Lottery, and the business is targeting significant growth over the next three years. The investment in this campaign signifies its intentions to continue raising substantial funds for good causes, according to David Pullan, managing director at People’s Postcode Lottery.

“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.

“This is an exciting new direction for the creative that incorporates more emotive triggers to play and depicts outcomes that illustrate the dreams we all have about what we would do if we won. We’re looking forward to seeing the impact this new creative and media buying strategy will have on both our existing and potential players.”

Simon Cahn, director, said, "From the moment I read the script, I was immediately excited at the challenge and opportunity in being part of the brand's change of focus to their work. Putting together a creative execution closer to reality but with cinematic emotions. I think we've ended up with a film that still appeals to a wide audience but brings a fresh approach and a higher level of craft and execution."

Newly appointed head of creative at People’s Postcode Lottery, Mark Harrison, added, “Behind the traditional image of doorstep winners is an incredible brand built on purpose – to raise funds for good causes and to create winners every day across Great Britain. In this new and invigorated work, we combine play and purpose for the first time.”

Concluded Nick Rowland, executive creative director at VMLY&R London, “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.”