Allwyn, the operator of The National Lottery, is making waves with its latest campaign for the Set For Life game. In collaboration with the renowned producer and musician Fraser T Smith, the campaign sets out to captivate new audiences and breathe fresh life into the gaming scene.
Crafted by the creative minds at VCCP London and executed in partnership with Hearts & Science, the digitally-led campaign marks a bold departure following the success of previous initiatives, particularly the compelling campaign for the flagship Lotto game.
The focus of this campaign is the concept of “Win on Repeat” inherent in the Set For Life game. Unlike traditional lottery draws, Set For Life offers participants the chance to win a staggering £10,000 every month for 30 years. It’s a game that promises the thrill of victory not just once, but repeatedly over time.
The campaign unfolds across various digital platforms, strategically tailored to engage and entertain audiences in bite-sized social media formats. Additionally, longer 20” and 30” versions are set to make waves in video-on-demand (VOD), television, and cinema spaces, ensuring maximum reach and impact.
At the heart of this initiative is the collaboration with Fraser T Smith, a multi-award-winning producer and musician known for his remarkable contributions to the music industry. His creative genius adds depth and resonance to the campaign, elevating it to new heights of artistry and allure.
With its launch in March 2024, this professional campaign titled ‘Win on Repeat’ has taken the United Kingdom by storm. Spearheaded by the collective efforts of Allwyn, National Lottery, and Set For Life, and brought to life by ad agencies Girl&Bear, VCCP, and VCCP London, this 360°, Film, and Integrated media campaign heralds a new era of excitement and possibility in the realm of gambling and gaming. Armed with a singular media asset, it seeks to captivate imaginations and inspire dreams, inviting participants to envision a future filled with endless possibilities and perpetual victories.
