People’s Postcode Lottery launches a new campaign featuring Ellie Goulding’s cover of ‘What the World Needs Now’.
- The campaign aims to thank players for their contributions to charitable causes.
- A film featuring comedian Tom Allen highlights the impact of players’ contributions.
- The campaign marks a strategic shift towards emphasising charitable benefits over winners.
- The multi-platform campaign includes television, online, and geo-targeted components.
The People’s Postcode Lottery has unveiled a new campaign accompanied by Ellie Goulding’s rendition of the 1960s classic ‘What the World Needs Now’. This initiative is designed to express gratitude to the lottery players whose participation aids numerous charities.
In a creatively engaging film, shot on a street in Orpington, comedian Tom Allen plays a pivotal role. He delivers a heartfelt message of thanks to a player named Sarah, illustrating the positive outcomes of their contributions.
Mark Harrison, the Head of Creative at People’s Postcode Lottery, expressed his pride in the campaign, stating, ‘I am extremely proud of this campaign as it sets a new standard for us creatively and highlights what we do every day as a charity-focused lottery’. The creative concept originated from an advert by their counterpart in the Netherlands, Nationale Postcode Loterij, called ‘Thank you, Johan’. Collaborative efforts with the GOOD Agency and J Marlow from Outsider led to the development of an iconic soundtrack intended to resonate nationally.
Initially, a 60-second version of the advert will premiere tonight on ‘Taskmaster’, with an extended cut to follow during ‘The Voice’ final. The campaign is set to reach a wider audience through strategic planning and media buying by the7stars, encompassing streaming services, online video platforms, and social media. Additionally, a geo-targeted Digital Out-of-Home (OOH) campaign will provide regional acknowledgments to players in specific areas.
Significantly, this campaign represents a shift in focus for the charity lottery. Previously, the emphasis was on the benefits enjoyed by the winners, but now the narrative pivots to highlight the charitable causes supported by the lottery.
This campaign reflects the evolving strategy of People’s Postcode Lottery, bringing charitable contributions into the limelight.
