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Despite a killer prize - £10,000 a month for 30 YEARS – The National Lottery’s Set For Life hadn’t captured the attention of audiences. Sales were low. Previous advertising campaigns had been lost in a sea of ‘big jackpot’ lottery marketing. Avoiding adding to the noise, we created ‘Lucky Days’ a brand-new comedy entertainment series on Channel 4 & on social, demonstrating the feeling of winning on repeat. The show drew massive audiences: 15.1m views & 25 years’ worth of viewing time, while bringing clarity to the brilliant appeal of the prize offering for difficult to reach younger consumers.