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.
