Fran Cosgrove fronts Lottery promotion for 11 88 88

by Daniel Farey-Jones, Brand Republic 03-Aug-05, 08:30

LONDON - Directory enquiries service 11 88 88 has signed 'Celebrity Love Island' winner and nightclub owner Fran Cosgrove to front a television ad telling viewers that they can get rich quick on the National Lottery if they use 11 88 88.

Once a security guard for Westlife, Cosgrove is cashing in on his membership of the reality celebrity set by appearing in the spot, which shows him looking flash in a white suit and shades, ringed by ladies.

He tells viewers that when they request a number from 11 88 88 on their mobile, they will be texted six different National Lottery numbers for Saturday's draw.

The spot first aired on Monday night and will be followed by a press campaign in the next few weeks.

11 88 88 owner Conduit lost out in the awareness battle following the deregulation of the directory enquiries market two years ago, when rivals 118 118 and BT's 118 500 successor to 192 secured market leadership.

The National Lottery promotion was conceived by Tequila\London, which Conduit appointed in March to handle its £10m integrated advertising account.

Conduit chose Cosgrove and used Max Films to produce the TV ad, while Tequila created the 118888.co.uk website, which will be used to allow people to check whether their numbers have won, and the forthcoming press campaign.

As well as appearing on 'Celebrity Love Island', Cosgrove was on the last series of 'I'm a Celebrity... Get Me Out of Here!' at the end of 2004, when he was known only to tabloid readers by association with model Jodie Marsh and former Atomic Kitten singer Natasha Hamilton, with whom he has a child.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.