Gala pushes big cash prizes

Gala, the UK's largest bingo operator, is using the incentive of big cash prizes as a lure to draw more people into its clubs in new national advertising that breaks next month.

Leo Burnett devised the TV and cinema campaign, which reinforces the message by featuring Gala winners receiving unexpected expressions of love.

The three 30-second, Traktor-directed spots are targeted at bingo aficionados and are based on Gala's claim to create more nightly winners than any other bingo operator, handing out £18 million a week in winnings.

McCann-Erickson Manchester is handling media planning and buying for the initiative, in line with Gala's strategy of adding a younger audience to its traditionally blue-rinsed following.

The films each show a Gala winner undergoing a bizarre love experience.

In one, a large dog banishes his bad breath by brushing and flossing his teeth before greeting his owner. Each ad ends with the line: "At Gala you could win £25,000 every night - and everyone loves a winner."

Jonathan Budds, the Leo Burnett copywriter who created the commercials along with the art director Anita Davis, said: "Most bingo advertising is to convince you to go there to pull or drink cocktails. This campaign gets back to what it's really about - winning cash."

Post-production for the campaign was through the Moving Picture Company.