Camelot pushes ‘Set For Life’ with new nationwide campaign

Supporting the launch of its new ‘Set For Life’ draw based game, UK National Lottery operator Camelot has published its new multi-format advertising campaign ‘Make Every Month Amazing’.

Entering 2019, Camelot’s executive team announced the launch of its new ‘annuity-prize’ game Set-for-Life (inbound for 15 March), which sees the National Lottery pay winners ‘£10,000 a month for a period of 30-years’.

Camelot CEO Nigel Railton has detailed that launch of Set-for-Life as a major initiative for the National Lottery, which seeks to broaden the appeal of its draw-based games inventory.

The ‘Make Every Month Amazing’ campaign has been developed by new National Lottery creative agency adam&eveDDB, with the campaign set to be rolled-out across TV, VOD, digital, OOH, radio, social and in-store POS verticals starting from 10 March.

David Connelly, Set For Life Marketing Manager at Camelot, said: “We’re hugely excited to be launching the new ‘Make every month amazing’ campaign for Set For Life. All of the assets, which we’ve created in partnership with adam&eveDDB, are fun and innovative – just like the game itself – and really get across the world of opportunities that become possible with £10,000 coming in every month.

“Set For Life offers National Lottery players something completely new and meets a different set of consumer needs, especially among younger people. 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 Set For Life game will cost £1.50 per line and go on sale on Friday 15 March, with the first draw taking place on Monday 18 March. Players will be able to buy tickets in around 45,000 National Lottery stores as well as at www.national-lottery-co.uk

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