Sun Bingo targets younger demographic with brand refresh
Online bingo brand kicks off revamp with music video ad featuring Bristol-based comedian Jayde Adams
Sun Bingo has hired London-based creative agency The&Partnership to help reform the UK bingo brand with a new marketing campaign.
The&Partnership has developed a targeted campaign across TV, print, radio, digital and social, titled ‘Are You Gonna Bingo?’.
The campaign, which launches today (21 February), will start with a music video advert starring Bristol comedian Jayde Adams and is directed by Bafta-winning director Jack Clough.
Jayde Adams in Sun Bingo’s new TV ad
Sun Bingo said the campaign is part of an overall strategy to drive brand awareness and registrations to its web-and-app based product, which is supported by Playtech.
The Sun’s CMO Kate Bird said: “Our readers and customers love The Sun brand for being loud, proud and fun, so we challenged the The&Partnership London to refresh Sun Bingo in a fun and exciting way.”
“The team have created a memorable and entertaining campaign to capture our target customers’ attention and engage them even further with The Sun Bingo brand,” added Bird.
“We are hoping to attract a new audience with this new approach for the category.”
Sun Bingo has endured a tough run in recent months, with Playtech CEO Mor Weizer describing the Sun Bingo contract as “challenging” in H1 due to integration issues, which had still not been allayed in November.