LUCKY DAYS
BRIEF
IDEA
With financial security becoming a key concern for young people, The National Lottery’s ‘Set for Life’ game offered a potentially attractive proposition. However, with low awareness and limited understanding of how it works, they faced a challenge with bringing young people in.
Rather than banking on winning a big lump sum, we needed to bring to life the way in which winning a steady income could enable our audience to pursue their personal passions in a more meaningful way. We created a social-first entertainment format that would not only explain the mechanics of Set for Life, but also connect it to more relatable outcomes.
CAMPAIGN
We partnered with Channel 4 on three-part social series, ‘Lucky Days.’ Taking
a light-hearted approach to the format, the series follows comedian friends Seann Walsh, Eddie Kadi and Olga
Koch as they each plan out what
they would do with £10,000.
The series of 10-minute episodes played out on Channel 4’s YouTube, as well as being promoted across their network to ensure we reached our target audience.
RESULTS
TOTAL VIEWS
15.1M
ADDITIONAL TRAFFIC TO THE NEW URL
31.7K
CUMULATIVE MINUTES WATCHED
12.9M