DBA Design Effectiveness Awards 2016 | WIN!

11 February 2016

Judged exclusively by business figures from leading brands such as British Airways, HSBC, Lego, Mozilla, PepsiCo, PwC, and Transport for London, our winning case study for the National Bingo Game campaign demonstrates the excellent value for money and return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.

The Winning SHOUT!

The aim of our integrated campaign for the reinvigorated National Bingo Game – with social media, web, in-club promotion, press advertising and more – was to raise its profile as THE bingo game to play in the UK amongst retail bingo club operators, and to re-engage with existing and lapsed players.

The idea? Make people think about what pose they would strike if they won.

‘The Winning SHOUT’ campaign features 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 terminology. 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.

Our client has seen fantastic results for The Winning SHOUT! campaign including:

• 25% increase in number of clubs selling NBG – 5x more than objective
• 8.4% real terms sales growth – a complete turnaround against the -5% market average
• Sales forecast up 5% against original budget
• Massive 524% upsurge in unique page views on ‘Find a Club’ website page

This was done against the context of a shrinking market, with an average market sales decline of 5% between 2007–2013. Not only this, but the bricks and mortar bingo market was also declining year on year, with an average of one club closing per month.

And as testament to the visual power and relevance of the campaign, operator Cosmo Bingo loved the print advertising so much that it plastered 48-sheet billboards across the front of its clubs – a first for the National Bingo Game!