Fred Sirieix Skydive for People’s Postcode Lottery Christmas Campaign
Little Black Book, crafted in-house by People’s Postcode Lottery and directed by Vince Peone through The Gate, features a festive TV advert where Davina McCall, Emma Willis, and Mike Wedderburn spread holiday cheer.
The campaign highlights the brand’s largest prize pot of £38.2 million, with celebrities engaging in seasonal activities. Fred Sirieix makes a dramatic entrance with a skydive from the lottery’s red blimp, asking:
"Could your door be the winning one?"and urging viewers to sign up before midnight on Sunday, 30 November.
Campaign Strategies and Reach
- The promotional activity peaks the weekend before the deadline, with the lottery hijacking ITV and Channel 4 continuity segments, featuring voiceovers on shows like Gogglebox and I’m A Celebrity.
- To broaden exposure, People’s Postcode Lottery partnered with Goalhanger Podcasts for the 'The Rest Is' series, extending its reach beyond television screens.
Overall, the campaign combines daring stunts and multi-channel marketing to boost engagement and sign-ups for the Christmas prize draw.
Author's summary: The campaign creatively uses celebrity appearances, adventurous stunts, and cross-platform promotion to amplify its Christmas message and encourage quick sign-ups.