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
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
The second TV campaign is expected to be backed by only half the pounds
5 million budget spent on the original push.