- Britain's bingo operators have handed FCA! the task of bringing the game out of its time warp and boosting its appeal to a new generation of players.
The agency's brief is to extend bingo's popularity beyond what it calls the "blue rinse brigade" and make it attractive to a potentially lucrative youth market.
FCA! beat DMB&B, Saatchi & Saatchi, Young and Rubicam, Grey and the incumbent, BMP 4, to win the creative assignment on the £5 million account. Media buying will be handled by Optimedia, FCA!'s associate within the Publicis group.
The review was carried out by the National Bingo Gaming Association, representing the major bingo companies, including Mecca, Gala and Top Flight as well as independent operators.
The advertising will be built around the National Bingo Game which is played eight times a week with prizes of up to £200,000. Paul Talboys, the NBGA's chief executive, said: "FCA!'s presentation was outstanding from both a strategic and creative perspective."
A TV, press and poster campaign breaking after Easter will present bingo playing is an all-round experience by featuring the restaurants and bars which many bingo clubs now boast in an attempt to lure younger players.
Ian Harding, the agency's joint creative director, will produce the campaign with his creative partner Shaun McIlraith.
Harding said: "Our research shows that people still associate bingo playing with grannies and it's true that there are lots of players aged 55 and over. But it's a fact that lots of 20 year olds are playing too.
He added: "Bingo is also a shared experience. Unlike the National Lottery you can actually see people winning."