Feref has won a brief to create the launch campaign for BingoLotto, a national lottery-style TV game that will premiere at the end of February.
The agency, which mainly works with film and entertainment industry companies, won the business in a three-way pitch against undisclosed agencies. The pitch was handled by communications planning agency Experience Communications, which is co-ordinating the £3m launch push and is also responsible for the media planning.
A TV campaign will break on February 15 and will be supported by a press, radio and outdoor campaign. It has already launched a website.
The first televised draw will be broadcast on Virgin1 and Challenge stations on February 29, hosted by comedian Joe Pasquale. Various games and draws will feature, giving ticket holders several chances to win. The maximum prize for any one game will be £100,000.
The tickets for BingoLotto will be available from a network of 15,000 independent retailers. Negotiations are taking place with the major supermarket chains over sales of the £2 tickets.
The competition is being brought to the UK by Gert Eklund, who launched a similar version in Sweden in 1991, where it was a huge success. It is estimated that 22% of the Swedish population play BingoLotto and the show has become the highest rating show in Swedish history.