On Sunday March 31, Allwyn launched its brand new campaign for its Set For Life game, featuring a collaboration with musician Fraser T Smith.


The digitally-led campaign focuses on the repeatability of winning with Set For Life. It is targeted at a younger audience with a “fresh” feel, designed to engage within social media and short formats, as well as being supported by longer formats in VOD, TV and cinema.

Set For Life is a draw-based game with a top prize of £10,000 every month for 30 years.

Steve Parkinson, brand and marketing director at Allwyn, said: “We only took the reins as operator of The National Lottery on February 1, but in that time we’ve had not one – but two – campaigns straight out of the traps.

“The first was naturally for the flagship Lotto game, and now we’re focusing on Set For Life with a completely new and innovative approach. This speaks to Allwyn’s much greater emphasis on the individuality of the National Lottery games themselves– not just what’s on offer to be won, but also in terms of the National Lottery-funded projects players are supporting simply by buying a ticket.

“And with Set For Life’s distinctive top prize of £10,000 a month for 30 years, we had a great time dreaming up all the deluxe life upgrades this could offer –all set to the thrumming beats of Fraser’s beautifully crafted track.”