BMP DDB has beaten Saatchi & Saatchi in a final head-to-head pitch
for the pounds 13 million launch of a National Lottery game to be run in
conjunction with the pools operator, Vernons.
Saatchis handles the main Camelot account and has advertised the
National Lottery online draw and its Instants scratchcards game since
they were launched.
BMP’s media arm, BMP Optimum, also triumphed in the separate pitch for
the media account, beating Zenith Media, Motive and one other contender
for the business. Four creative agencies were also in the original
line-up for the business.
Camelot and Vernons are expected to receive a licence for the new game
from Peter Davis, the Lottery regulator, within the next few months.
Until the ’section six’ licence is granted, which allows operators other
than Camelot to run games, both Vernons and Camelot are keeping quiet
about their proposals. BMP was also unwilling to comment on the win,
although both agencies were told of the result on Tuesday morning.
A partnership between the two companies has been set up and it is
thought that the new game, which is likely to be called Easy Play, will
involve National Lottery terminals effectively filling in the pools
coupon for customers. If everything goes to plan, the game will be
launched to coincide with the football World Cup in France this
Since the advent of the National Lottery in November 1995, both Vernons
and Littlewoods have suffered a dramatic fall in business. Littlewoods
has fought back with a revitalised game and a high-profile advertising
campaign through DMB&B, but the tie-up with Camelot and the National
Lottery is the first sign of a Vernons revival.
Vernons’ incumbent is McCann-Erickson Manchester. The pools company
refused to comment on the details of BMP’s task and said only that the
agency will work alongside McCanns.