Mecca Bingo launches new multi-channel ad campaign
Four âWe know the feeling' TV' ads featuring Louise Redknapp to air from 1 October
Mecca Bingo has launched a new multi-channel ad campaign focusing on the emotions people enjoy when playing bingo, with the strapline: âWe know the feeling’.
The multi-million pound campaign includes a series of four adverts to be aired on network television from 1 October, as well as online marketing support.
The Rank-owned bingo brand has also recruited TV presenter and fashion expert Louise Redknapp to appear in the TV ads and spearhead the PR push.
“Our âWe know the feeling’ campaign is all about how our customers feel when they play bingo,” said Mecca Bingo marketing director Anna Shirley. “It’s about fun, it’s about friendship and it’s about how we feel when we win too.
“For bingo players, winning is about much more than the prize itself. It’s the skills needed to play, the excitement of finishing first, the fun of the game itself and the friendships that are built at our clubs and online.”
The TV adverts were produced by independent creative agency Pablo, whose founding partner Gareth Mercer explained: “The creative is based on truths around the game, the things we know players love â their rituals, the thrill, camaraderie and satisfaction we feel when playing with friends.”
The new campaign will also promote Mecca’s new-look website which will be unveiled on 4 October.
Revenues for Mecca Bingo’s online arm reported a small increase from £65.2m to £66.2m in 2015-16 but operating profit slipped from £14.1m to £8.6m.