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The National Bingo Game (NBG) is a UK-wide linked game played in 550 clubs including Gala and Mecca for prize money up to £200,000. However research revealed that outside its core players the NBG was suffering from low awareness, its image was tired, outdated and had lost relevance.
As part of a £2m relaunch we were appointed to reposition NBG as the trusted, authoritative, flagship brand that adds value to bingo operators’ brands and promotes the thrill of playing.
The NBG needed a key market differentiator and we found it in the word ‘National’ and the colour purple. We created a suitably ‘noisy’, impactful logo with meaning, based on the insight that 15 ‘dabs’ are needed on a National Bingo Game ticket to win the big money prize. Used prominently across our new range of in-Club display and POS initiatives, it raised the brand’s awareness and level of authority.
By also identifying the need for audio and multi-media in Clubs to heighten the NBG’s perception, we created a series of animations that encouraged excitement and the anticipation to play.
- Full engagement from all participating clubs - from Gala & Mecca to small independents (first time in National's roll out history).
- Refreshed brand & launch of new promotional collateral throughout network halted decline in ticket sales.
- Brand launch drove TV advertising campaign which had highest recall along with M&S and Barclays Bank in 2007.
- Benchmark Awards 2007
Winner
Best Branding, Sport, Leisure & Travel category