Bwin
Creating powerfully differentiated brands that deliver immediate ROI
Brief
With too many players playing Foxy bingo online and previous TV creative running to the point of saturation, the Foxy brand online experience was being slowly degraded, leaving it vulnerable to competitors. We recognised that Foxy attracted a diverse range of bingo players, each with different needs and mindset. Our brief was to develop a ‘free’ sub-brand, to act as a stepping-stone to the main brand and drive engagement and registrations.
Approach
Our strategy for Foxy Zero was to define its ‘free’ purpose, and differentiate it from the core brand, while still leveraging the main Foxy character. We needed to develop a simpler offering without the usual bingo site strings, but still provide our audience with the security of the Foxy name.
Solution
We established a sub-brand that felt fresh and distinctive in tone, but the had credibility of being ‘Foxy’ branded. Memorability and brand recall were critical. Strong graphic equities were developed specifically to flood through the product site at launch and work across TV and DM.
Results
The Foxy TV campaign delivered a positive ROI, with player registrations and deposit values measured and tracked directly back to the advertising. We brought Foxy back to the forefront of people’s minds, transforming Foxy Bingo into a highly-flexible umbrella brand and paving the way for additional sub-brands in the future.
<< PREVIOUS