BMP scoops Lottery media business

BMP Optimum has landed the media buying brief for the National Lottery operator, Camelot, beating four other agencies to the #20 million prize.

BMP Optimum has landed the media buying brief for the National

Lottery operator, Camelot, beating four other agencies to the #20

million prize.



BMP pitched against Walker Media, Universal McCann, MediaVest and the

incumbent, Zenith Media, for the media buying task last week and Camelot

told the agency that it had won on Tuesday.



The media appointment is the final plank in Camelot’s new agency

roster.



WCRS won the creative account earlier this year, while Mediapolis

formally picked up the media planning last month.



WCRS introduces Camel-ot’s new advertising slogan, ’maybe, just maybe’,

this week with two TV spots promoting the Lottery’s funding of ’good

causes’.



The ads represent the first phase of a campaign focusing on the

’possibilities’ offered by the National Lottery. A second phase, which

launches in December, will examine possibilities for the individual

rather than the country.



One commercial looks at a northern brass band and how Lottery funding

has helped it to thrive. The second focuses on young athletes training

in east London to show how the Lottery can help to build Britain’s

sporting success.



Stephen Woodford, WCRS’s managing director, said: ’Conventional wisdom

is that people are not motivated by good causes, but our research showed

people don’t mind not winning when they know their money is not

wasted.’



The campaign, which includes 28 regionally tailored radio ads, was

written and art directed by Rooney Carruthers and directed by Eliot

Naftalin through Spectre.



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