Ellie Goulding partners with People’s Postcode Lottery, enhancing a new campaign with her cover of a 60s classic.
- The campaign is designed to express gratitude towards the lottery players who contribute to numerous charitable causes.
- Shot in Orpington, the ad follows comedian Tom Allen as he conveys thankfulness to a player named Sarah.
- The creative team emphasized a strategic shift by highlighting donor contributions rather than just winner benefits.
- This multi-platform campaign is set to make a significant impact through various media outlets, including television and social media.
Ellie Goulding has collaborated with People’s Postcode Lottery to create a memorable campaign featuring her rendition of the 1960s song ‘What the World Needs Now’. This effort aims to acknowledge and thank the lottery players whose contributions are pivotal to funding various charitable initiatives.
Filmed in the scenic setting of Orpington, the advertisement features comedian Tom Allen delivering messages of gratitude to a player known as Sarah. The visual narrative emphasizes the meaningful impact of player participation in supporting charity causes.
The creative trajectory of this campaign represents a significant shift for the People’s Postcode Lottery. Historically focused on showcasing the benefits enjoyed by winners, this new strategy underscores the importance of player donations by highlighting the widespread charitable work funded by the lottery.
Mark Harrison, Head of Creative at People’s Postcode Lottery, expressed immense 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.’ This statement echoes the sentiment of artistic and ethical commitment infused into the campaign.
The campaign extends its reach across multiple platforms, with a 60-second version airing during the popular show ‘Taskmaster’ and a more extended version featuring in ‘The Voice’ final. Planned and executed by the7stars, the campaign spans subscriptions based video on demand, broadcast video on demand, online video, and social media channels. Additionally, a geo-targeted Digital Out of Home campaign adds a further layer by offering regional acknowledgments to contributors in key areas. This marks a strategic evolution and innovation approach for the charity-funded lottery brand.
The campaign sets a new creative benchmark, amplifying social impact while honoring the contributions of its participants.
