Bwin
Creating DR TV that works
Brief
PartyGaming is the world’s No.1 online gaming company, operating brand giants like PartyPoker and PartyCasino. However, its bingo brand was making little impact in a market over-run with smaller players, offering a variety of price promotions. Churn rates were high, loyalty was low and consumers perceived little difference between brands. Our task was to completely relaunch PartyBingo.com, positioning it as a market leader and preparing for international franchise development. Our objective was to drive significant recruitment – new depositing players - from a standing start.
Approach
We had to think and act big with our creative positioning, convincing the gaming world that the launch of PartyBingo was a momentous event. We wanted to move away from category-standard value propositions and animation to real prestige. We drew upon the brand’s “party” association to develop the ultimate party destination. But recognising that fickle players require incentives to sign up with new brands, we also incorporated a sizeable, rolling jackpot to support our scale positioning.
Solution
We created the Party Bingo Zeppelin, a larger-than-life pink airship that travels the world, inviting everyone to play. Steered by the bubbly Party Bingo pilot, our spokesperson for the brand, the balloon drops thousands of pink invitations, providing a creative vehicle for the promotional offer. The tagline was an engaging call-to-action: “All aboard the BingoParty!” Epic, inclusive, generous and fun – the idea was rolled out across pan-european TV, print and online.
Results
All TV creative is measured and tracked back to player acquisition numbers and value generated by new depositing players. The continued investment in the Party Bingo brand is testament to the incredible ROI it has generated. PartyBingo has now established itself as a leading and differentiated bingo brand with plans to develop the proposition further this year.
“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
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