PLAY FOR FREE. WIN FOR REAL.
Senior Art Director
The brief was to take this commercial vision and develop a profitable, consumer-facing brand. With a focus on customer acquisition, the requirement was for performance-related marketing - direct advertising that could deliver a consistent, real-time ROI.
Working in dynamic, fast-paced sectors demands real creativity to stay on top. Work began with a comprehensive branding project, developing the brand name, positioning and identity and culminating in the creation of Miss Cheeky, the embodiment of the brand’s USP of good times for great value. Online bingo is a highly-competitive sector, characterised by catchladen promotional message saturation and a highly-cynical audience, so the USP had to be believed, developing a likeable and trustworthy character was key. From direct response TV advertising and radio campaigns to sponsorship bumpers, DM and CRM, I placed the customers at the heart of my ideas, developing genuine propositions that drive strong emotional connections over and above functional sales messaging.
Proved that building the power of likeability into the Cheeky brand, over and above pure hard sell, yields the best acquisition and retention rates. Cheeky Bingo is now the UK’s number 1 free bingo brand - the leader in a new category and, despite fierce competition and a saturated sector, continues to beat forecasts. The campaign boosted new player acquisitions to deliver an increase in revenue of 27%.