Camelot launches Set For Life ad campaign

Camelot has rolled out an advertising campaign ahead of the upcoming launch of Set For Life, the new annuity game for the UK’s National Lottery that will pay jackpot winners £10,000 a month for the next 30 years.

Unveiled in January, Set For Life pledges to pay jackpot winners up to £10,000 (€11,600/$13,100) a month for the next 30 years.

Ahead of the new game’s launch on March 15, Camelot will commence a multi-channel marketing drive with communications agency adam&eveDDB.

Running across television, video-on-demand, digital, out-of-home, radio, social and in-store point-of-sale, the campaign will feature the tagline “Make every month amazing”.

The main television advert will debut during ITV’s Dancing on Ice on Sunday evening, while video-on-demand content will run across Channel 4 and Sky.

Camelot will also have placements across Twitter, Instagram, Snapchat and Facebook, while the operator will work with marketing agency Takumi to create a stream of content with a range of UK influencers over the next 12 months.

“Set For Life offers National Lottery players something completely new and meets a different set of consumer needs, especially among younger people,” Set For Life marketing manager at Camelot, David Connelly, said.

“It’s a great addition to our range of games and means that we now have a portfolio that offers something for everyone. We think players will be really excited by Set For Life – and that’s great news for sales and, most importantly, returns to Good Causes.”

Tickets for the new game will cost £1.50 and go on sale on March 15, ahead of the inaugural draw on March 18. Tickets are available online, via the National Lottery mobile app and at approved retailers across the UK.