Postcode Lottery Group

Postcode Lottery Group is the world’s third-largest private charity donor, with a minimum of 30% of every ticket supporting good causes. Driving sales isn’t just a commercial imperative, it’s a direct driver of social good. Nowhere is this more critical than November, Postcode Lottery’s flagship December draw.

After years of record-breaking growth – most recently through the now-iconic “Is Your Door in the Draw?” cross-broadcaster campaign which featured familiar faces to entertain across ITV, CH4, and Sky – Postcode Lottery faced a new challenge shared by major advertisers: TV alone can no longer deliver the same reach or impact in an increasingly fragmented media landscape.

To exceed an already exceptional benchmark year, the campaign needed to take what had historically worked on TV and extend that level of cultural presence into more channels.

The task: make Postcode Lottery’s biggest week even bigger by finding native talent who could entertain audiences everywhere.

Asking the nation: “Is your door in the draw?”

Nothing drives action like a deadline, and a large volume of sales for Postcode Lottery is delivered in the final weeks of a campaign. Our strategy was to transform this natural behaviour into a nationwide cultural moment by unifying all activity around one question: Is your door in the draw?

The result was an unmissable, cross-platform crescendo that built into the biggest final week in Postcode Lottery’s history.

A first ever Goalhanger domination week

Postcode Lottery took over four flagship Goalhanger podcasts in a never-done-before audio domination with each show linking Postcode Lottery’s “biggest ever draw” to a “biggest ever” topic tailored to each show.

• The Rest Is Football: A full episode takeover where Gary Lineker, Micah Richards and Alan Shearer debated the “biggest ever goal,” seamlessly tying into the campaign message.
• The Rest Is Entertainment: Richard Osman and Marina Hyde used their episode to explore the “biggest ever comeback”, using their trademark commentary to frame the campaign story.
• The Rest Is Politics and The Rest Is History: Custom integrated segments focusing on “the biggest human achievements” and “the biggest turning point,” respectively, aligning naturally with each editorial format.

This approach used each show’s tone and familiar voices to tell the Postcode Lottery’s story in a way that felt native, relevant, and entertaining.

The activity was amplified across audio, YouTube, newsletters and social cut‑downs, dominating the entire Goalhanger eco-system.

Hijacking TV continuity in the final week

To maximise urgency in the final days, Postcode Lottery paired its talent with ITV and Channel 4 continuity announcers. Instead of standard programme introductions, viewers heard Davina McCall (ITV) and Fred Sirieix (CH4) interrupt the continuity VO with reminders about the biggest ever draw and impending deadline. This created entertaining formats that demanded attention.

Native creators driving urgency and entertainment on social

Platform native creators were selected to entertain audiences across major social channels, replicating TV-style familiarity in digital environments. Alongside this, TV talent interviewed previous winners in fit-for-format creative to keep the message consistent across fragmented platforms. Reminder ads were precisely timed to coincide with a TV roadblock to intensify urgency. Alongside this, TV talent interviewed previous winners in fit‑for‑format creative to keep the message consistent across fragmented platforms.