Britain’s bingo operators have handed FCA! the task of boosting the
game’s appeal to a new generation of players.
The agency’s brief is to extend bingo’s popularity beyond the ’blue
rinse brigade’ and make it attractive to a potentially lucrative youth
FCA! beat DMB&B, Saatchi & Saatchi, Young and Rubicam, Grey and the
incumbent, BMP 4, to the creative assignment on the pounds 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,
which represents 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 pounds 200,000.
A TV, press and poster campaign breaking after Easter will present bingo
playing as an all-round experience by featuring the restaurants and bars
which many bingo clubs now boast in an attempt to lure younger
Ian Harding, the agency’s joint creative director, will produce the
campaign with his creative partner, Shaun McIlrath.
Harding said: ’Our research shows that people still associate bingo
playing with grannies. It’s true that there are lots of players aged 55
and over. However, lots of 20-year-olds are playing too.’