Goalhanger has partnered with People’s Postcode Lottery to support the launch of its biggest ever December draw.
It’s to promote a record-breaking £38.2 million prize pot and drive awareness and sign-ups ahead of the 30 November deadline.
The campaign also highlights the Lottery’s charitable impact, with thirty per cent of every ticket supporting good causes and players having raised more than £1.5 billion to date.
This partnership builds on the Lottery’s “biggest ever” creative idea, using it as a unifying theme across Goalhanger’s entertainment, sport, history and politics podcasts.
The Rest Is Entertainment and The Rest Is Football delivered full-episode takeovers for the first time, with Richard Osman and Marina Hyde discussing the greatest comebacks in film, television and music, while Gary Lineker, Alan Shearer and Micah Richards debated football’s biggest-ever goal, ultimately settling on Diego Maradona’s 1986 World Cup run against England.
The campaign extended into The Rest Is History, where Tom Holland and Dominic Sandbrook explored the biggest turning point in world history, and The Rest Is Politics, where Alastair Campbell and Rory Stewart discussed the biggest human achievements in politics and society. These tailored segments ensured the theme landed naturally without feeling imposed.
Beyond audio, the activity ran across YouTube and social platforms including TikTok, Instagram, Facebook and X, encouraging listeners to share their own “biggest ever” moments through polls and comments.
By uniting multiple shows and formats under one idea, Goalhanger says it created a network-wide cultural moment that delivered strong engagement while reinforcing the Lottery’s mission of community support and charitable funding.
Goalhanger also says the project marks the beginning of a longer-term relationship with People’s Postcode Lottery.
With eighty-seven per cent of Goalhanger listeners taking action after hearing an advert and podcasts ranking among the most trusted media, the company believes campaigns of this type increasingly outperform traditional television and radio.
Dave Singleton, Head of Media at People’s Postcode Lottery said: “This is our most ambitious and integrated campaign yet, combining big cultural moments across TV, cinema, and audio.
“From broadcaster takeovers to our first partnership with Goalhanger’s The Rest Is podcasts, we’re showing up in joyful, unexpected places to make sure everyone knows there’s still time to get their door in the draw.”
Josh Akers, Head of Commercial Operations at Goalhanger, added: “This is our biggest ever month-long partnership and we’re delighted to be able to work with the brilliant teams at People’s Postcode Lottery and The7Stars to activate a series of episode takeovers, custom segments, platform-agnostic social activations, newsletter integrations and host reads across our four biggest Goalhanger shows.
“We’re incredibly lucky to work with some of the UK’s leading talent and our cross-platform activation across ‘The Rest Is..’ stable has enabled People’s Postcode Lottery to tap into the unrivalled connection between our hosts and highly engaged audiences.”
