Allwyn, the operator of The National Lottery, has launched its latest venture, the “Win on Repeat” promotion for the Set For Life game. This creative campaign, created in collaboration with VCCP London and media experts Hearts & Science, aims to change the landscape of lottery advertising by addressing new people in a vivid, unorthodox way.
A Revolutionary Approach to Lottery Winning
The Set For Life game is at the centre of this promotion, with an astonishing top prize of £10,000 every month for 30 years. This reward structure allows winners to enjoy the excitement of winning several times, giving them countless opportunity to drastically improve their lifestyles. Unlike typical jackpot victories, this award provides a long-term advantage, capturing the meaning of the campaign’s name, “Win on Repeat.”
Breaking the Mould with Creative Flair
To bring this campaign to life, VCCP London and Hearts & Science took a unique approach, creating content that differs from usual National Lottery advertisements. The addition of a brand new music named ‘Win on Repeat’ by Grammy award-winning producer Fraser T Smith, known for his work with Adele, Stormzy, and Gorillaz, gives the campaign a modern edge. The music, integrated with the campaign’s narrative, and graphics influenced by fashion, music, and movies create a compelling experience that appeals to a larger, younger audience.
A Visual and Auditory Feast
The campaign’s showpiece, a 30-inch film produced by Girl&Bear Studios and directed by famed French director Luc Janin, blurs the distinction between a music video and a commercial. This mixed media presentation, complete with bright images and rhythmic sounds, captures the never-ending exhilaration of victory. The campaign’s eye-catching images are supported by smart Out-of-Home (OOH) displays in important UK sites such as London’s Outernet, Liverpool, and Newcastle, assuring a countrywide reach.
A new narrative for the national lottery
Steve Parkinson, Allwyn’s Brand and Marketing Director, emphasises the game’s uniqueness and compatibility with the company’s ambition for the National Lottery. This advertisement not only emphasises the unique reward system, but it also recognises the broader impact of National Lottery-funded initiatives on communities.
Fraser T Smith highlighted his delight for the project, praising the collaboration of the creative teams and the satisfaction of contributing to a campaign that promotes UK music and community initiatives. Darren Bailes, Global CCO at VCCP Group, and Simon Carr, Chief Strategy Officer at Hearts & Science UK, both praised the campaign’s creative approach and ability to reach a new audience, reviving interest in The National Lottery.
A New Chapter
The “Win on Repeat” campaign is a watershed moment for The National Lottery, bringing a new angle and engaging a new generation of players. Allwyn and VCCP created a campaign that stands out in the crowded world of lottery advertising by collaborating creatively, paying attention to cultural significance, and emphasising persistent winning. As the ad launches, it is prepared to capture the nation’s imagination, inspiring people to envision a future in which they may “win on repeat.”
