Hearts & Science and DRUM have developed a new partnership between Allwyn, the operator of The National Lottery, and Channel 4. The campaign centres on a mini-series running on YouTube, with support across Meta and TikTok, showcasing the transformative impact of winning The National Lottery’s Set For Life game.
The three-part series, Lucky Days, launched on 7th November and offers viewers a glimpse into the lives of three celebrity friends – Seann Walsh, Olga Koch and Eddie Kadi – who test-drive the equivalent of the monthly top prize on the Set For Life game, £10,000 every month for 30 years. Filmed in Brighton, London, and Paris, the 10-minute shorts follow the shared adventures and experiences of the comedians. The series captures the thrill of spontaneous moments and the joy of being able to embrace life’s possibilities, from riding in a horse-drawn carriage to becoming a pop star.
The campaign strategy was created by Hearts & Science in collaboration with DRUM, which led the creative ideation of the content, and consulted with Channel 4’s production and Allwyn’s brand teams to ensure the content brought the ‘win-on-repeat’ concept to life in a tangible, entertaining way. The social-first focus of the series, which was produced by Ranga Bee Productions, is part of C4’s commitment to producing digital content that appeals to engaged viewers on the platforms they know best.
Steve Parkinson, brand and marketing director at Allwyn, said: “As part of our ongoing strategy to drive awareness of Set For Life, the partnership with Channel 4 is a brilliant opportunity to bring the game’s unique proposition to life in a truly entertaining way.
Simon Carr, chief strategy officer at Hearts & Science, (pictured) added: “We wanted to show relatable people playing, winning and talking about Set For Life and how it enabled them to do more things they love, repeatedly. We knew daydreaming about the future had to be central to the idea, so we embraced passion-points and creative pursuits.”
The campaign is in collaboration with LADbible, to capitalise on the scale and reach of its platforms and explore what a Set For Life win could do for their audience. LADbible has developed an approach that includes a three-part ‘vodcast’ with Seann Walsh, which asks people about what they would do with their winnings. Supporting content includes interactive Instagram stories, an episode explaining the game format, voxpops, and influencer posts from the LADCreator Network. All are to be published on the LADbible Instagram page, which currently has 14.1 million followers.
