Mecca Bingo has launched an innovative marketing campaign titled 'Legends of Play' in a bid to enhance brand consideration and expand its market share in the UK. Developed by The Mission Group, the campaign uses humor to celebrate Mecca's rich heritage as the longest-standing bingo brand in the country, aiming to appeal to both new and seasoned bingo players.
Campaign Highlights
Debuting on July 25, the 'Legends of Play' campaign is featured across multiple TV channels, including ITV, Media 15, Axiom, 360 Media, and Sky. English comedian Jessica Knappett lends her voice to the campaign, which amusingly depicts historical figures such as Henry VIII, Cleopatra, Vikings, and cavemen engaging in Mecca Bingo on anachronistic devices like jewel-encrusted mobile phones and stone tablets.
In addition to its TV presence, the campaign will be supported by a comprehensive multi-channel approach, including Video-On-Demand streaming, radio, YouTube, and digital activations over the next two years. This strategy is designed to maximize reach and engagement across various platforms.
Creative Vision and Brand Positioning
Dylan Bogg, Chief Creative Officer at Mission, expressed excitement about the campaign's launch: “We’re thrilled to launch a stand-out and fun new positioning for Mecca Bingo. Our tongue-in-cheek campaign celebrates Mecca as the original bingo brand with a fun twist, that shows that Mecca really is the legend of play, since back in the day.”
Anna Venturas, Marketing Director for Rank Interactive, shared similar enthusiasm: “We’re excited to launch Mecca’s biggest advertising campaign to date. As the nation’s most recognisable bingo brand, we wanted a campaign that nods to our expertise, while using Mecca’s playful tone of voice to attract new players. We’re delighted that Mission has hit the spot with Legends of Play.”
Past and Future Initiatives
Earlier this year, Mecca Bingo held its first cross-channel slots tournament at its club in Luton, Bedfordshire, further demonstrating the brand’s commitment to engaging its community with innovative and interactive events.
With 'Legends of Play,' Mecca Bingo continues to solidify its reputation as a trusted and entertaining choice for bingo enthusiasts across the UK, leveraging its historical legacy while appealing to modern sensibilities through humor and creativity.
Source:
Mecca Bingo unveils ‘Legends of Play’ marketing campaign, gamblinginsider.com, July 25, 2024.
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