In 2014 the National Bingo Game (NBG) underwent some major changes and invigorated its flagship game with a fully integrated marketing campaign using social media, web, in-club promotion and press. The idea? Make people imagine what pose they would strike if they won!
A life changing moment
The campaign’s aim was to re-engage with clubs, players and lapsed players and ensure the National Bingo Game was THE bingo game to play in the UK.
Usain Bolt, Uma Thurman or Elvis?
Based on the idea of ‘The Winning SHOUT’, the campaign features various bingo players celebrating a big win by striking a winning pose such as ‘The ‘Bolt’, ‘Pulp Fiction dance’ or ‘Elvis’. We even created a bespoke ‘House’ pose, using the unique and well-known bingo vernacular.
The campaign’s tone of voice is perfect for bingo audiences – tuning in to the excitement, cheekiness and humour of this most social of activities. Social channels are harnessed to create an online bingo community where passionate players share their ‘Winning SHOUT’ poses.
Eyes down. Sales up.
A stronger online presence and revitalised in-club environments with large format print posters, digital screens and many other communications had an immediate impact: 25% more clubs played the game, new clubs joined the membership and an 11.5% increase in sales – especially impressive in a declining market!