The brief
For over two decades, EuroMillions has been defined by its record-breaking jackpots — with the biggest UK jackpot ever won sitting at a mammoth £195 million. But despite the potential for life-changing wins in every draw, unless the prize soared past £100 million, players weren’t always feeling the buzz.
The issue wasn’t the jackpot. It was belief. We needed to reignite that spark — make the big win feel real, relevant, and reachable again.
Our goal? To reignite the magic and inspire a new generation of players — young, diverse, and critical to growth — making EuroMillions and the potential for gigantic wins feel culturally relevant again.
What we did
We started with a key insight: 72% of players play not to win, but to imagine what winning would feel like (Source: Brand study, Differentology and The National Lottery). The real draw is the dream itself.
So we built a campaign around that universal truth — everyone loves to fantasise about what they’d do if they won big. And we anchored it to a viral cultural moment already capturing imaginations: the “If I won the jackpot, I wouldn’t tell anyone… but there would be signs” meme.
From there, Rich Beyond My Wildest Dreams was born.
In partnership with National Lottery operator, Allwyn, we launched an original podcast for EuroMillions that brought this meme to life. Hosted by TikTok star Sarel, each episode invited a high-profile guest—including Jordan North, Pete Wicks, Grace Dent—to sit down and map out their dream millionaire lifestyle. From llama farms to lunar dinner parties, nothing was too outrageous.
The show was recorded in a custom-built studio that looked like a jackpot fever dream — giant lottery balls, fake tigers, and clouds of confetti. The setup embodied the spirit of EuroMillions: bold, playful, and unapologetically extravagant.
To ensure this wasn’t just another branded podcast getting lost in the noise, we took a media-first approach. We didn’t just launch a show. We built a content ecosystem.
Episodes were published across multiple feeds: the main EuroMillions channel and the personal feeds of each guest, tapping into their built-in fanbases via Acast’s integrations. We extended the story across YouTube, Instagram, and TikTok with tailored video clips, bonus content, and behind-the-scenes moments.
Every piece of content drove attention back to the central message — this is what dreaming with EuroMillions looks like. Every platform became a place to imagine, laugh, and share.
The results
The campaign was a cultural game-changer. EuroMillions broke free from tired jackpot clichés, rewriting what it means to dream big. The results?
EuroMillions delivered its highest event-week sales in November since 2013, with year-on-year sales rising by 10%
Brand consideration jumped by 11%, with a 5% uplift in ad awareness among lapsed players
Buzz around EuroMillions increased by 3%, reigniting cultural relevance
The podcast itself quickly climbed to number two in the branded charts. Audiences listened for a combined 6.2 million minutes, with another 3.4 million minutes of watch time on YouTube. Average listen-through rates hit 84%, and listeners stayed engaged for more than 20 minutes per episode.
