Allwyn launches ‘Win on Repeat’ advertising campaign

This is for its Set For Life game.

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Operator of the UK National Lottery, Allwyn, has collaborated with VCCP London and Heart & Science to create an advertising campaign for Set For Life, from the National Lottery.

Set For Life’s top prize up for grabs is £10,000 ($12,600) every month for 30 years, with this campaign focusing on the repetition of winning, highlighted by the name of the campaign, ‘Win on Repeat.’ 

Throughout the advert, there is a track produced by producer and musician Fraser T Smith with the film and visual produced by Girl&Bear Studios. 

The main aim of the campaign is to appeal to a brand-new audience, being able to be viewed in a variety of formats including within social media and TV. 

It focuses on the feeling of winning over and over again, with imagery from fashion, music and film culture, with sites included from across the UK. 

Allwyn Brand and Marketing Director Steve Parkinson said: “We only took the reins as operator of The National Lottery on 1st February, 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.” 

Yesterday, Allwyn released its full-year results for 2023, underlining growth in its revenue, though in the UK specifically there was a decline.

Recently there has been plenty of gambling advertising news. Sky Vegas launched a similar campaign in January, focusing on finding the small joys rather than solely focusing on winning.

On the other hand, in Australia The South Sydney Rabbitohs and the Canterbury-Bankstown Bulldogs announced an extension to its partnerships to reduce sports betting advertising.

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