Win Win with People’s Postcode Lottery

People’s Postcode Lottery has launched a major multi-channel advertising campaign to celebrate the launch of Win Win with People’s Postcode Lottery - a brand-new interactive primetime quiz show created with ITV’s Be Studio and Hello Dolly.

Fronted by the legendary duo Mel and Sue, each one-hour episode of Win Win is built around a real-time, play-along-at-home mechanic designed to transform passive viewing into active participation. While watching 40 studio contestants compete by answering questions based on the views and behaviours of the British public, viewers are also encouraged to play along at home. People can sign up to join in from August the 22nd via itv.com/winwin where full Terms and Conditions will be available. 

At the end of each of the first five episodes the best two studio contestants will go head-to-head for the chance to win themselves up to £20,000 while a nominated charity will receive the same amount. At the end of the sixth and final episode one lucky player will walk away with a guaranteed £1 MILLION.

Crucially, every prize won in the studio is also up for grabs at home — creating a shared, high-stakes experience that blends brilliant entertainment with interactive gameplay. This dual-layered format enhances engagement and reach, while reinforcing People’s Postcode Lottery’s mission to connect entertainment with impact. 

Created and produced by Hello Dolly, the format sees contestants answer questions based on the quirks of the Great British public, with every episode promising humour, drama and big decisions. 

To celebrate the launch, a 30-second TV ad starring Fred Sirieix and Emma Willis promotes a limited-time offer: the first month free for new players who sign up before midnight on 30th September. The spot was developed in-house by People’s Postcode Lottery’s creative team and produced by The Gate, with direction by Vincent Peone. 

Alongside the extensive primetime ITV and STV campaign, activity is set to run across radio, OOH, and digital, in a big unmissable media laydown, planned and booked by People’s Postcode Lottery’s in-house media investment team in partnership with the7stars.