William Hill Bingo
The words ‘William Hill’ and ‘bingo’ are not two that you’d imagine sitting well together. The brand was well known for its online betting, casino and poker room. Yet because it was historically so male-oriented, the big challenge was to stretch across the gender divide and make William Hill Bingo appeal to its core audience – women.
Audience Insight
prego* launched a ‘real time’ research project which monitored the live chat feeds of rival bingo websites over a long period of time. This provided some unique insights into what players with comparable brands were motivated by and thought of the game. In fact because of the methodology of our research approach, we gleaned nuggets that simply wouldn’t have been revealed at traditional focus groups.
What came out strongly was players were struggling to juggle the realities of their existence with the constant want for excitement.
We realised that many turned to online bingo for a quick, frivolous fix inbetween mundane chores.
The Big Idea
The ‘Fit some fun in’ campaign was created that acknowledged the realities of potential players’ lives and positioned William Hill Bingo as their well-deserved treat.
The Execution
In additional to brand development work that led to the creation of a new logo, strapline and toolkit, we developed a top-to-bottom campaign across national women’s press, online and direct mail based around the ‘Fit some fun in’ idea.
