The company behind the popular online bingo brand, Gala Bingo, has picked TV star Paisley Billings to act as the frontwoman for its latest TV advertising campaign.
GVC Holdings has partnered with the bubbly receptionist from E4’s “Tattoo Fixers” to encourage potential customers to come and “bingo like a boss”.
The company hopes that its new ads will show viewers the “sassy side of the online bingo community”, and it’s been working alongside the creative agency, Antidote, to bring the Gala Bingo brand firmly into the 21st century.
Antidote has previously worked with a number of high-profile companies including Sky, Ascot Racecourse, Wales Rally GB, Mazda, NY Skin, and UKTV, and it’s best known for working with the designer, Anya Hindmarch, on the “I am a Plastic Bag” ad campaign.
The all-new Gala Bingo campaign is said to have cost GVC Holdings £13m, and it’s already been showcased on terrestrial TV and digital channels and will continue running until 16th March 2020.
Gala Bingo already sponsors several daytime TV shows including Home and Away, Neighbours, and The Chase, so if you want to see the ad for yourself, make sure you tune in.
Gala’s Head of Brand Marketing, Karina Adrian, explains that the company’s latest campaign aims to appeal to a younger audience and show “how fun and exhilarating” online bingo can be. Using Paisley Billings to play the role of Gloria, Gala hopes to “bring the sass to bingo”.
In the past couple of years, other well-known competitors in the online bingo market have relied on new marketing techniques to change the way that bingo is sometimes perceived as an older person’s game.
For example, The Sun Bingo worked with comedian, Jayde Adams, to deliver it’s comical and upbeat “Are you gonna bingo?” series of TV ads while Foxy Bingo has partnered with a range of celebrities including Heather Graham and TV shows such as The Jeremy Kyle Show.