Rank’s YoBingo targets Spanish users with new ad campaign
The operator’s new ad features popular Spanish reality TV hosts and aims to boost brand presence in the market
Rank’s Spanish online bingo subsidiary YoBingo launched its latest marketing campaign on Christmas Day 2018, featuring Spanish reality TV presenters Jorge Javier Vasquez and Belen Esteban.
The campaign, which is being shown across Spanish national television channels, depicts a parody of popular Spanish song Cuando Tu Vas by Chenoa.
“The idea is a continuum of the celebrity we’ve been using for the last four years, which is very important for our brand and our trustworthiness with consumers,” YoBingo co-founder Dylan Schlosberg told EGR Intel.
“This campaign is more about reflecting the size of the business and educating the Spanish consumer,” he added.
Spanish advertising agency Publips Serviceplan produced the campaign, which includes two versions of the TV ad.
Rank acquired the YoBingo brand in May 2018 for €50m with the intention of accelerating its strategy in Spain.
The firm has a local market share of 40% in bingo and over 5% in slots.