When Omaze set out to expand from the United States to the United Kingdom, it wasn’t just another brand launch, it was the beginning of a new era in charitable fundraising. Known in the US for its celebrity-driven experiences and high-profile campaigns, Omaze recognised that success in the UK would require something uniquely British. To capture the nation’s imagination, they turned their focus from fame to something far closer to home: the dream of home ownership. Thus began the journey that led to the Omaze Million Pound House Draw, an innovative campaign that blended aspiration, entertainment, and philanthropy into one powerful movement.

To bring this ambitious vision to life, Transmission partnered with Omaze to craft a fully integrated creative and production strategy. Together, they built a campaign that not only resonated emotionally but also redefined how brands can inspire giving through storytelling, trust, and entertainment. In this feature, Lee Climpson, Partner and Production Director at Transmission, shares how his team helped Omaze turn an ambitious idea into a nationwide phenomenon — raising millions for charity, creating dozens of new millionaires, and setting a new benchmark for creative fundraising campaigns in the UK.

What was the brief?

In 2020, Omaze launched in the UK with an ambitious goal: to completely reinvent charitable fundraising. Already known in the US for their celebrity-driven experiences - think driving a tank with Arnold Schwarzenegger or dining with George and Amal Clooney at their Lake Como home - Omaze recognised that the UK market called for something different.

Tapping into the UK’s deep-rooted obsession with home ownership, Omaze shifted its approach. The result? The Omaze Million Pound House Draw - a vehicle to drive a pioneering fundraising model, offering the chance to win luxury homes while supporting great causes.

Having already originated the concept and strategic direction, Transmission was brought on board as part of the team that helped Omaze fulfill its vision.

How did the initial pitch/brainstorming phase go?

The marketing vision for Omaze in the UK was architected by Mike Longden, who was brought on to spearhead the brand’s entry into the British market. Having created the marketing and brand strategy from the ground up, he tailored the proposition to speak to the nation’s obsession with property.

Having collaborated with Longden for many years across several projects, Transmission was well-positioned to support this vision. The team worked closely with Omaze to help bring the creative to life across commercial and customer-facing touchpoints.

What was the process behind ideating the concept?

In the UK, home ownership isn’t just a financial milestone - it’s a dream. While Omaze’s US model thrived on celebrity appeal, the UK demanded a more emotionally resonant approach.

The Omaze team identified the need to offer something aspirational and tangible, and, with that in mind, the Omaze Million Pound House Draw was born - not just as a prize, but as a dream-fulfilling moment that benefits both winners and charities.

What was the biggest challenge during production? How did you overcome it?

The UK launch coincided with the first Covid-19 lockdown - a challenge few could have anticipated.  But the Omaze team persevered, steadfast on delivering a win-win proposition for charities and customers alike.

Covid-safe production protocols were implemented quickly to keep the team safe, while keeping creative standards high. Omaze’s unique offering - hope, excitement, and the chance to change lives - cuts through the noise.

Television advertising played a crucial role in Omaze's strategy, offering the trust and reach needed to connect with a wide audience. TV carried its own credibility and amplified the campaign’s reach across the UK. Earned media support from PR partner Olley Goss PR further expanded visibility, while social media and digital content, developed internally by Omaze in partnership with Bond, helped ensure a rich and consistent brand presence across key platforms. Digital strategy and content implementation were planned and delivered by Exactius, while media planning and buying were handled by All Response Media to maximize impact across all touchpoints.

With this carefully orchestrated multi-channel approach, a clear and compelling message was developed - one that combined the power of proven direct response techniques with the long-term goal of building a trusted, resonant brand.

What is one funny or notable thing that happened during production?

Filming Winner Reveals is an emotional rollercoaster - and Omaze makes them unforgettable. With the winner’s location revealed just 24 hours prior, our team springs into action to set up the big moment from a nearby secret production base.

One standout moment was our very first reveal, when Ian Garrick learned he’d won a dream home. As confetti flew, Ian shared that his wife had recently passed from cancer - and that the campaign’s chosen charity, Teenage Cancer Trust, held deep personal meaning. There wasn’t a dry eye on set.

What’s the main message of this project, and why does it matter?

Omaze exists to make a difference. Their model does more than fundraise and spread awareness for good causes  - it entertains, inspires, and transforms lives. To date, they’ve raised over £100 million for UK charities and created 42 millionaires. It’s a genuine “win-win.”

How long did it take from inception to delivery?

The first Omaze campaign in the UK took three months to develop and produce, and then ran for seven months. As the platform gained momentum, the process accelerated dramatically.

Following production, each campaign is launched, marketed, and operated across six weeks, allowing Omaze to sustain an impressive cadence of delivering one life-changing house draw every single month.

What began as a one-off campaign has evolved into a highly efficient, continuously running operation.

How did the team ensure brand alignment?

Trust and likeability are central to Omaze’s brand. Every touchpoint, from on-location presenters to partner charities, was designed to build credibility.

Omaze identified early on the importance of a relatable brand ambassador. Jo Pickard was cast early on, with her warmth and authenticity making her a natural fit.  She’s now a vital part of the Omaze identity, earning the affectionate nickname “Jomaze.”

How did you ensure that the concept remained innovative and stood out in a crowded marketplace?

Omaze’s house draws are now monthly events, each offering something new - coastal retreats, city pads, countryside escapes. But at its core, the focus remains the same: making the customer the hero of every story.

Omaze maintains its momentum through relentless innovation, a constant feedback loop with its audience, and a commitment to high-quality production values. Their ability to adapt, evolve, and set new benchmarks keeps them at the forefront of the industry.

What do you hope it achieves for the brand?

From day one, Omaze aimed to raise transformative sums and awareness for charities while giving everyday people the chance to dream big. With each new campaign, that mission continues to grow.

Omaze has redefined what charitable giving looks like in the UK. Transmission is proud to have helped shape part of their story.