FCA! secures Bingo Association’s brief to modernise game

Britain’s bingo operators have handed FCA! the task of boosting the game’s appeal to a new generation of players.

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

market.



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

players.



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.’



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