Millonaire Street

Client: People's Postcode Lottery

Launched in 2005, People’s Postcode Lottery had the sole aim of raising funds for charities and good causes, while players win life-enhancing cash prizes. Now, a staggering £18m is raised each month, with more than £1.2 billion raised since its launch!

With one successful campaign already in the books, they wanted to use the next one to showcase how its draws are won by real people and how its support for charities changes real lives, all while moving the dial on brand awareness and perception.

To do this, we created an unprecedented series of branded content to sit alongside our standard and premium ads and always-on activity. The content we created focussed on real people and charities that readers could connect to, with our team even turning around winners’ stories in just one day to go to print!

Running across the Mail, Metro, and i, we reached tens of millions of people with highly shareable, heartfelt pieces - with one sponsored article smashing our all-time record with over 6,000 shares! This led to outstanding results for both brand recall and positive feelings towards People's Postcode Lottery.