PLAY FOR FREE. WIN FOR REAL.
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.
ROLE Senior Art Director
MEDIA Branding / Content / Experiential / Promotional / Social / Retail / OOH
RESULTS Cheeky Bingo is now the UK’s number 1 free bingo brand. The campaign boosted new player acquisitions to deliver and increase in revenue of 27%.