Mecca Bingo - Celebrity Lingo
A smart media strategy that broke from tradition and cut through the noise
Services
Channel
Client
Mecca Bingo
Real truth
01
/ 03
Mecca Bingo is one of the UK’s oldest, most prestigious bingo halls.
But, with the move to digital, the gaming market has continued to grow. Faced with fresher brands and big offers, Mecca Bingo couldn’t just rely on their name. They needed a media plan as playful as the brand itself.
Real connection
02
/ 03
We wanted to break Mecca out of their comfort zone.
Putting them front and centre in their target audience’s TV watching habits by partnering with ITV’s new peak time gameshow Celebrity Lingo. From word game style idents during the show right to a playable daily game themed around Celebrity Lingo, this was more than just a sponsorship. This was an interactive creative campaign that drove brand recognition, all while giving customers a taste of what to expect. Keeping the fun going long after the episode had ended.
Real Results
03
/ 03
Thanks to our campaign, more people were visiting meccabingo.com
People were playing more, with an increase in monetary totals and customer averages.
###Customers were 16% more likely to visit meccabingo.com as a result of the sponsorship ###10% increase of daily spinner game players ###10% of lapsed customers reactivating their accounts on days our idents aired ###Overall cost-per-thousand (CPT) was £4 for our audience vs ITV's station price of £110 for the same audience
