National Lottery operator Allwyn has collaborated with musician and producer Fraser T Smith for a new integrated campaign for its flagship ‘Set for Life’ game.
Developed by creative agency VCCP London, ‘Win on Repeat’ will be centred around the repeatability of winning with Set For Life which takes place weekly every Monday and Thursday, offering winners £10,000 a month for 30 years.
Spearheaded by a 30-second hero spot featuring a bespoke track crafted by Smith, the digital-first campaign has been tailored to drive engagement across social media and will also run across video-on-demand, TV and cinema.
“If you win Set For Life, you win the lottery but in a different way to winning a Lotto jackpot,” VCCP global chief creative officer, Darren Bailes said.
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“We wanted to create a campaign that resonates with a new audience and has a completely different shape to anything you’d expect from The National Lottery. Working with legends like Fraser and Luc, we were able to create something original and fresh that captures the emotion of winning.”
With media planning and buy handled by Hearts & Science, the National Lottery film was produced by VCCP’s Girl&Bear and is set to be supported by high-impact out-of-home executions and London’s Outernet and other sites in Liverpool, Newcastle and throughout the UK.
Hearts & Science UK chief strategy officer, Simon Carr added: “As we continue with our mission to help Allwyn reinvigorate The National Lottery, it is fantastic to see the new Set For Life campaign launch – bringing something fresh and different to both existing and new audiences using a range of category entry points to increase relevancy and participation.
“With unmissable, high impact formats going live across the UK to mark the campaign’s launch, Set For Life will capture the attention of those who daydream about the future… only this time they can Win on Repeat.”
