Bwin
Creating powerfully differentiated brands that deliver immediate ROI
Brief
When Cheekybingo.com launched in 2009 it represented a world first for the online bingo genre, offering players the chance to win real cash prizes, for free. We were briefed to create the brand positioning, brand ID and produce the launch TV commercials that communicated this unique proposition. The brief was to ensure stand out in a fiercely competitive and fast-moving sector, and our creative needed to drive instant player registrations. An immediate ROI was required.
Approach
To launch a new online bingo site in crowded genre, we got Cheeky. We recognised that Cheeky’s ‘free cash’ proposition was almost unbelievable. Our task would be to convince our audience that there were no strings attached. Communications needed to be simple to persuade people that this offer was real. Repetition was key to creating brand memorabilty and owning 'free to play' bingo. However, Cheekybingo would be a social destination bringing thousands of people together every day, so engagement and likeability were key.
Solution
We created Cheeky, a unique character to embody the brand’s difference, generosity and sense of fun. TV adverts and sponsorship bumpers were executed in an intentionally simple animation style to communicate the free message. The emphasis was on Cheeky’s personality and building rapport with our customers.
One year on, we refreshed the advertising, moving the messaging from awareness to increased rapport and engagement, with a TV, radio and web campaign that positioned Cheeky as the UK’s favourite free bingo destination.
Results
All TV creative is carefully measured and tracked directly back to player acquisition numbers and value generated by new depositing players. The continued investment in the brand is testament to the incredible ROI it has generated. Brand revitalisation has kept competition at bay and created huge equity, driving new and lapsed users to the site every day.
“Frontroom are experts at delivering strong consumer brands. They work brilliantly to brief and are adept in tackling issues, often even before they arise.” ~ Patrick Southon
NEXT >>
<< PREVIOUS