5 March 2014
This week sees the launch of a revitalised National Bingo Game for our client the National Bingo Game Association (NBGA). We’ve helped them with a fully integrated campaign, which includes social media, web, in-club promotion and press advertising, dovetailing with national PR coverage from Beattie Communications.
With a new cash jackpot of up to £250,000 to be won every few weeks, plus other prizes like luxury cruises and shopping trips, the campaign’s aims are to raise the profile and awareness of this as THE bingo game to play in the UK, re-engage with existing and lapsed players, and create an online community for bingo lovers.
So far, 8% more clubs are playing the game and sales have increased by 11.5%.
The campaign proposition is that Bingo is an exciting social activity that can change your life for the better. So we’ve based everything on the idea of ‘The Winning SHOUT’, which is unique to Bingo. The creative execution shows winning poses, which are recognisably from sporting heroes (like the Bolt) and other poses from dances (Thriller and Pulp Fiction) and the world of football (shirt lifter, reeling in the fish, robot etc).
We think the personality of the campaign is perfect for the bingo audience, tuning into the excitement, cheekiness and humour of this most social of activities. It also makes the customers think about what they would do if they won – how it would feel, what they’d look like at that moment.
We’re very excited about this new campaign – it’s cheeky and vibrant and has just the right tone of voice for our audience. The visual execution also builds on our stand out branding for NGBA that The Workroom did for us 7 years ago. And they’ve done it in record time, with just under two months from briefing to launch!
Miles Barob, Chief Executive at the NGBA
New bingo club marketing materials such as POS, table talkers, showcards, flyers, screensavers, banners and large format posters have been designed, as well as Manager’s packs and winners’ cheques. Digital executions include in-club screens, a refreshed website (with live jackpot feed) and new social sites like Facebook and Twitter, which are ideal for engaging with winners and tapping into the other passions of the bingo community.
And the really great thing about the SHOUT idea is that this can be executed in lots of different ways. This is just one of three creative interpretations we’ve evolved. Watch this space.