BMP relaunches Easy Play with Vinnie Jones

Vernons Easy Play, the football game that is a joint venture between Camelot and Vernons, has brought in the footballer, Vinnie Jones, to relaunch the product less than two months after its first ad campaign went on air.

Vernons Easy Play, the football game that is a joint venture

between Camelot and Vernons, has brought in the footballer, Vinnie

Jones, to relaunch the product less than two months after its first ad

campaign went on air.



In the weekly game’s first month of operation, sales reached only half

the numbers anticipated, even though there have been three consecutive

pounds 2 million jackpots and a total of pounds 8 million in prizes

distributed to 45, 000 winners.



BMP DDB’s original campaign failed to make an impression on consumers

and Easy Play is declared to be in need of a ’vigorous relaunch’ to get

the audience it wants - although the game itself will remain

unchanged.



It is played at National Lottery outlets and is based on the football

pools principle of guessing which league matches will result in score

draws. For pounds 1, the computer chooses 11 matches from which a player

needs eight score draws in order to win.



Ian Lloyd Jones, the commercial director of Vernons, said: ’We are

convinced the game is a winner. It is tremendously appealing and

combines the best of the National Lottery and football.’



The new spot uses Jones to demonstrate how the game is played. It opens

on an unknown figure entering a shop and moving towards the National

Lottery counter. We see cuts of the person’s back, hands and feet while

a voiceover declares: ’Vernons Easy Play is the new big-money game based

on Saturday’s football results.’



We then see the ’mystery’ person filling out a play slip, handing it in

and receiving a ticket in return. The voiceover continues: ’You just buy

a ticket at any National Lottery machine. Though, for some people,

that’s just not hard enough.’ At this point, Jones, a well-known

football hard man, growls at the camera before breaking into a broad

smile.



The second TV campaign is expected to be backed by only half the pounds

5 million budget spent on the original push.



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