Rich Beyond My Wildest Dreams

Client: Allwyn UK - EuroMillions

EuroMillions from The National Lottery faced a new challenge: as record jackpots became more common, growth increasingly depended on attracting younger, more diverse and occasional players who were less engaged by traditional jackpot-led communications. Hearts & Science identified an opportunity to use audio not simply as a channel, but as a platform for building mental availability beyond prize moments and creating new reasons to think about EuroMillions.

The result was Rich Beyond My Wildest Dreams, a branded podcast franchise built around a universal truth: everyone imagines what they would do if they suddenly became rich. By tapping into existing cultural conversations, including the viral "there would be signs" phenomenon, we created an audio experience that felt authentic, entertaining and inherently shareable. Hosted by TikTok creator Sarel and featuring guests including Paloma Faith, Matt Lucas and Mo Gilligan, the podcast used long-form audio storytelling to immerse audiences in life-changing dream scenarios. Supported by social, video and creator content, the series extended far beyond traditional audio advertising to become a destination entertainment property that audiences actively chose to engage with. The results were exceptional. Rich Beyond My Wildest Dreams became the #1 branded podcast on Acast of all time, generating more than 9.3 million social video views, 600,000 full-episode views/listens and 81,000 social engagements. Brand studies showed significant increases in likelihood to play and talkability, while nine in ten listeners took action after listening.