| Title | Set For Life |
| Agency | VCCP |
| Campaign | Win on Repeat |
| Advertiser | Allwyn |
| Brand | Allwyn National Lottery |
| Date of First Broadcast/Publication | 2024 / 3 |
| Business Sector | Lottery & Gambling |
| Story | Allwyn, operator of The National Lottery, is launching a brand-new campaign for its Set For Life game, which breaks this Sunday (31st March). The campaign aims to appeal to new audiences and includes a collaboration with multi-award-winning producer and musician Fraser T Smith. The new digitally-led campaign – which follows hot on the heels of an unmissable campaign for the flagship Lotto game – was created by VCCP London and media agency, Hearts & Science. It focuses on the repeatability of winning with Set For Life – a draw-based game that takes place on Mondays and Thursdays, where people are playing for a top prize of £10,000 every month for 30 years – and has been designed to engage and entertain within social media and short formats, as well as being supported by longer 20” and 30” formats in VOD, TV and Cinema As part of the work, VCCP has created a distinctive brand world for Set for Life, designed to set it apart from other National Lottery games. One of the key campaign elements is a brand-new track, ‘Win on Repeat’ which was produced by Fraser and which is woven throughout the integrated campaign. The assets also borrow imagery from fashion, music and film culture to create content which doesn’t look like a traditional National Lottery ad campaign. Produced by integrated content creation studio Girl&Bear Studios, the 30” film and visual approach is designed to look more like a music video than an ad, using mixed media of joyful moments to focus on the feeling of winning again, and again, and again. This is designed to replicate the experience of winning the unique top prize of £10,000 every month for 30 years, and the amazing life upgrades that this could offer. The film was a collaboration between award-winning French director Luc Janin and Fraser, and combines a mix of visuals, beats and music. Fraser has produced music for numerous chart-topping artists including Adele, Stormzy, Gorillaz, Dave and Britney Spears. He also releases music as Future Utopia, winning multiple songwriting and production awards including two Grammys and three Ivor Novellos. The emotive triptych visuals and music feature across all campaign elements, and other features include a high-impact OOH display at London’s Outernet and landmark OOH sites around the UK, including in Liverpool and Newcastle. As the campaign aims to bring in new players, the strategy behind it was also radically different to what would typically be expected from a National Lottery campaign, focusing more on cultural moments and shared experiences than traditional ad messaging. |
| Media Type | Television |
| Length |