BMP DDB snares new Lottery task

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.

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

summer.



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.



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