In a series of films featuring everything from feet pics to trust fund kids, the Set for Life game has launched a new brand platform, ‘Monthly Cash, No Catch’, developed in partnership with Special and dentsu Queensland.
The platform reframes the Set for Life game’s prize — $20,000 a month for 20 years — as the ultimate escape from the usual cycle of doing things you’d rather not, just to make a bit more money. Not a one-off windfall, but steady, reliable monthly money that shows up without the strings.
The new creative platform taps into the surprising, yet relatable lengths people go to for that extra cash and captures the freedom and relief that a Set for Life win can bring. Directed by Good Oil’s Adam Gunser, the hero films follow characters putting up with awkward, frustrating, and often quite ridiculous situations to earn extra money, until they win Set for Life and are finally released from them.
“Who hasn’t at least joked about selling feet pics in this economy? Or put up with a flatmate they really shouldn’t, just to save a bit of money. It’s a really relatable and fun space to play in creatively, and it’s incredibly satisfying to see the characters in these films escape their respective ‘catches’ once they win the Set for Life Division 1 prize,” said Laura Grimshaw, senior copywriter, Special.
“The $20K a month for 20 years offer makes Set for Life a highly unique game, so we knew it deserved an equally distinct brand platform. ‘Monthly Cash, No Catch’ perfectly captures the game’s role as a constant, reassuring wingman in our winners’ lives,” added Kate Norris, senior marketing manager, Set for Life.
To launch the new brand platform, a joint media strategy has been developed by dentsu Queensland designed to reach Australians in those moments where audiences are feeling the impact of their ‘catches’. The media strategy needed to connect audiences with the highly relatable creative, reaching them in contextually relevant moments that matter most.
Set For Life focused on those everyday pressure points – those moments when you’re stuck in traffic on the way home from work, or trying to squeeze every second out of the weekend watching one more episode to drown out the Sunday scaries.
“As someone in a love-hate relationship with second-hand clothing apps, I am no stranger to the allure of a side hustle. With such a creative, relatable and distinctive brand platform paired with a media strategy born out of rich audience insights we’re so excited to see this live in market!” said Louise Finger, senior client manager, dentsu Queensland.
This campaign works to connect audiences with the creative in these moments by utilising high-impact channels, smart contextual placements and targeting through the week. The campaign will roll out across BVOD, SVOD, out of home, radio and social with an exciting integrated partnership including content, podcast integration and an activation with VMO’s ‘The Cube’ to come.
Credits:
Set for Life
CMO: Andrew Shepherd
General Manager Marketing: Ben Johnson
Head of Brand – Lotto, Jackpots and Daily Games: Kirsten Read
Senior Marketing Manager: Kate Norris
Senior Brand Manager: Izzy Kortlang
Brand Manager: Bella Limberger-Forte
Assistant Brand Manager: Rachel Morrissey
Creative Director: Alastair Emmett
Senior Video Producer: Mitch Shearwin
Video Producer: Mauricio Barra
Graphic Designer: Rudi Muchtar
Graphic Designer: Alyssa Reif
Traffic Manager: Keiran Hopkins
Senior Performance Marketing Manager: Cian Jarvar
Assistant Performance Marketing Manager: Evan Panayotou
Advertising Operations Manager: Daniel Hernandez Diaz
Digital Advertising Manager: Stephen Pritchett
Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Managing Director: Sasha Firth
Head of Strategy: Nathan Rogers
Executive Creative Director: Ryan Fitzgerald
Group Creative Directors: Zoë Hawkins and Russel Fox
Senior Creatives: Laura Grimshaw and Hannah McCowatt
Design Director: Dan Jones
Designer: Superom Ronyut-Henry
Head of Production: Sophie Simmons
Senior Producer: Glen Mcleod
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Simon Thomas
Producer: Claire Richards
DOP: Ari Wegner
Production Design: Neville Stevenson
Casting: Peta Einberg
Editor: Lucas Baynes – Arc
Post Production: Arc Sydney
Sound/Music: Rumble Sound
Sound Engineer: Daniel William (Film), Liam Annert (Radio)
Photography: Lula Cucchiara
Production Company: Sam I Am
Executive Producer: Rich Cole
Producer: Will Mumford
DOP: Henry Lockyer
dentsu Queensland
Integrated Client Lead: Kelly Jack
Head of Strategy: Laura Henry
Client Partner: Monique Gerada
Senior Client Manager: Louise Finger
Client Manager: Tim Spalding
