Mecca Bingo, the UK’s original bingo brand launches “Legends of Play”, a new integrated campaign by The MISSION Group, to increase brand consideration and grow market share in the competitive UK bingo sector.
MISSION deployed humour to celebrate the brand’s heritage, establishing Mecca as the go-to destination and the trusted and experienced choice for both new and existing bingo players of all generations.
Playing on the unique heritage of Mecca, as the UK’s longest standing bingo brand, the campaign will launch on the following TV channels: ITV, Media 15, Axiom, 360 Media and Sky. With a voice-over by English comedian Jessica Knappett, the campaign features famous historical figures, including Henry VIII, Cleopatra, Vikings and cavemen, enjoying a winning Mecca Bingo experience. The characters are seen playing online bingo on jewel-encrusted mobile phones and stone tablets, to demonstrate that the game can be enjoyed anywhere, and indeed anytime.
The campaign will be further supported by Video-On Demand streaming, radio, YouTube and digital activations over the next two years.
Dylan Bogg, chief creative officer at MISSION, commented, “We’re thrilled to launch a stand-out and fun new positioning for Mecca Bingo. Our tongue-in-cheek campaign celebrates Mecca as the original bingo brand with a fun twist, that shows that Mecca really is the legend of play, since back in the day.”
Anna Venturas, marketing director, Rank Interactive including Meccabingo.com added, “We’re excited to launch Mecca’s biggest advertising campaign to date. As the nation’s most recognisable bingo brand, we wanted a campaign that nods to our expertise, while using Mecca’s playful tone of voice to attract new players. We’re delighted that Mission has hit the spot with ‘Legends of Play’.”