Is your door in the draw?

Postcode Lottery is kicking off the festive season with a major new campaign promoting its biggest-ever prize pot, with a share of £38.4m guaranteed to be won in its December draws.

Crafted in-house and directed by Vince Peone through The Gate+, the festive 60-second TV spot opens with Fred Sirieix behind the wheel of a snow plough, clearing the way to reveal the record-breaking prize pot.

Davina McCall and Emma Willis also take to the snow-filled streets to ask the nation, “Is your door in the draw?”, while spreading the word that anyone can enter, from renters and homeowners to Rhianna from Leicester - a real-life winner - and even the carol-singing neighbours of Whitstable.

Meanwhile, Mike Wedderburn joins the action, driving Postcode Lottery’s bright red van, reminding everyone to sign up before midnight on 30 November, with the campaign ending on a festive note with the Whitstable carollers singing “Someone’s knocking at the door”.

The carollers bring both festive spirit and a sense of community to the campaign, reflecting how Postcode Lottery brings neighbours together to play and win, while raising money for good causes. Since launch, players have raised £1.9 billion for thousands of charities and community projects across the UK.

The carollers will also appear outside the Rovers Return in a separate 20-second TV spot, running later this month on ITV, in and around Coronation Street. And they’re taking their festive cheer beyond the screen, with a surprise flash-mob-style performance set to bring some Christmas magic to London commuters.

The high-reach AV push is supported by cinema, radio, social, YouTube, direct mail, digital and OOH, in a campaign planned and booked by the7stars in partnership with Postcode Lottery’s in-house media team.

Also joining the media mix this November is Reddit, where Postcode Lottery will have a presence for the first time, reaching its highly engaged communities. The campaign will also include bespoke content with Goalhanger Podcasts’ The Rest Is series.
Real Postcode Lottery winners will be paired with talent for social content, while McCall will front bespoke direct-to-camera YouTube executions. OOH activity will include special builds and data-led targeting.

One radio spot sees McCall and Willis play a festive game of “would you rather?”, weighing up Christmas dinner at home versus a restaurant and Christmas jumpers versus partywear, before facing the ultimate festive dilemma: pigs in blankets or having your “door in the draw”.

Mark Harrison, Head of Creative at Postcode Lottery UK, said:
“The familiarity of ‘Is your door in the draw?’ gives us the freedom to take it somewhere new each time. This December, we’ve dialled up the festive spirit, with the Whitstable carollers bringing a real sense of community to the campaign, alongside our familiar faces and some new formats.

“There’s a continuous creative thread, but we’re telling the story differently wherever people encounter it, from the Rovers Return to festive performances popping up in the real world.”

Dave Singleton, Director of Media at Postcode Lottery Group, said:
“This is one of the biggest moments in our calendar, and our media plan is built to match. We’re combining trusted, quality media that commands attention and builds familiarity with performance activity that turns that interest into sales.

“TV, direct mail and out of home are at the heart of the plan, alongside fresh ideas across new formats, platforms and locations. From unexpected TV environments to Reddit and bespoke Goalhanger content, we’re tailoring our creative to the context and giving people more reasons to get their draws in the door.”