ABOUT

CONCEPT

In 2020, Omaze set out to disrupt the UK charitable giving landscape. Already a household name in the US for celebrity-led experiences, the brand recognised that the British market required a different emotional hook.

Insight:
In the UK, home ownership isn’t just aspirational – it’s a deeply embedded cultural dream.

Strategic Shift:
Rather than lean on celebrities, the idea was to pivot to something more grounded and emotionally resonant: the Million Pound House Draw. This format offered participants the chance to win luxurious homes while raising life-changing funds for UK-based charities.

Creative Objective:
To create a new kind of fundraising: one that entertained, inspired, and delivered tangible, transformative outcomes – for both individuals and charities.

EXECUTION

Collaboration & Creative Development:
Transmission worked closely with Omaze’s UK marketing team to help translate the strategic vision into powerful, integrated campaigns. Our involvement spanned creative development, content production, and media execution, focusing on brand credibility and emotional impact.

Launch During Lockdown:
The initial campaign launched during the first Covid-19 lockdown. Despite the challenges, this became a unique opportunity – TV viewership soared, and digital consumption spiked. Transmission rapidly adapted production to be Covid-safe, without compromising creative integrity.

It involved a Multi-Channel Rollout with TV Advertising at its core, to build trust and reach mass audiences.

Winner Reveal Moments:
Transmission helped produce the emotionally charged “Winner Reveal” films, often arranged in less than 24 hours. One unforgettable moment came when Ian Garrick – recently widowed – won a dream home. The charity he supported, Teenage Cancer Trust, had deep personal significance, making for a powerful and authentic story.

Brand Voice & Talent:
To reinforce trust, we helped Omaze cast Jo Pickard as the face of the brand. Her warmth and relatability quickly earned her the affectionate nickname “Jomaze”, becoming a core part of the brand’s identity.

RESULTS

£85 million+ raised for UK charities (and counting)

36 millionaires created through the house draws

Monthly draw cadence established with a scalable 6-week campaign cycle

High trust brand perception achieved through consistent messaging and authentic storytelling

Record TV engagement and robust digital performance during the lockdown period

Significant earned media impact through PR storytelling around winner journeys and charity partners