The marketing campaign, developed by the adam&eveDDB agency, will promote the new game, which will pay jackpot winners £10,000 per month for the next 30 years.
The game will launch on Wednesday ahead of the inaugural draw next Monday, with the campaign 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’.
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’s 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.