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Buzz Bingo ad aims to woo millennials after £40m rebranding

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Bingo operator Buzz Bingo has rebranded to appeal to millennials.

As part of its rebranding process, worth £40m, it has unveiled a campaign conceptualised by Isobel and Fat Lemon which highlights how Buzz Bingo has expanded throughout UK and players can now play in groups with their friends.

Buzz Bingo has rebranded 103 clubs from Gala Leisure with plans to complete a final 19 clubs in February 2019.

The campaign will run across TV, digital and social media until the end of this year.

Paul Houlding, founder and creative executive at Isobel said: “This campaign was a beast of a challenge. We have worked on a number of gambling brands but Buzz we felt was so different – they are genuine people interested in giving their customers a wonderful, playing together experience.

"Combine that with the customers themselves. Their enjoyment of the game and their appetite for fun is contagious and we want to convey that properly.”

Amanda Howard, marketing director at Buzz Bingo said: “We chose the name ‘Buzz’ Bingo because it’s part of our DNA. Our players and colleagues feel it sums up their experience of being part of our family.

"We’re focusing on our players and providing them with somewhere they can go to have fun and feel part of a community, no matter who they are or where they’re from. We designed our new ad campaign to highlight and celebrate that our players span all generations and backgrounds. We want the great British public to fall in love with Bingo again.”

Sam Drake, managing partner from Goodstuff said: “This has been the culmination of 12 months of hard graft. With a range of audiences to target, on-line and off-line game-play and the need to develop brand and performance strategies this was a tricky box to fill. However, we are confident the results will deliver Buzz Bingo a full house.”

: 'Buzz Bingo Has Arrived'

Agency:
Client:
Date: October 2018

Buzz Bingo has unveiled its latest campaign titled 'Buzz Bingo Has Arrived' with the aim to woo millennials after undergoing a £40 mn rebranding.

Credits:
Client: Buzz Bingo
CEO: Chris Matthews
Marketing Director: Amanda Howard
Head of Marketing: Mark Fletcher
Head of Digital Marketing: Terry Hollingshead
Senior Marketing Manager: Tina Moore
Director of Brand Transition: Andy Goram

Creative agency: isobel
Managing Director: Paul Houlding
Planning Partner: Steve Hastings
Creative Partner: Rob Fletcher
Producer: Amy Hansen
Producer: Jo Dillon
Account Partner: Lucy Taylor
Business Director: Natasha Rich
Senior Account Director: Rebecca Bright
Account Manager: Emily Horgan

Tags: UK, millennials

Video of Buzz Bingo is… no wagering requirements

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Brand Positioning

Kleenex rebrands ‘mansize’ tissues as ‘extra-large’ in the name of equality

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Tissue brand Kleenex is to excise its ‘mansize’ range in favour of ‘extra-large’ in order to counter allegations of sexism.

Kleenex Extra Large will take to the shelves in a uni-sex sales push amid mounting criticism of the choice of wording, a hangover from the 1950s when the brand first launched ‘Kleenex for Men’ as an alternative to large cotton handkerchiefs.

Continuing that tradition the outsize hankies are claimed to be 'comfortingly soft and strong so you can be confident it won't let you down'.

A spokesperson for Kleenex parent company Kimberley-Clark said: “We are always grateful to customers who take time to tell us how our products can be improved, and we carefully consider all suggestions. Thanks to recent feedback we are now rebranding our mansize tissues to Kleenex Extra Large.”

The roll-out is already underway with ‘mansize’ stock no longer being replaced.

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Business on the Move: Papa John's, Pot Noodle, British Land, and more

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Welcome to The Drum's Business on the Move column, where we collate agency account news, reviews, agency launches, rebrands and acquisitions.

Americas wins

Data intelligence specialist Teradata has entrusted their brand and marketing duties John McNeil Studio. The relationship will kick off with the creation of a redesigned brand identity and the launch of an awareness campaign comprising new messaging and visuals.

Havas Media has been named integrated media agency of record for pizza chain Papa John’s with immediate effect following a competitive review, according to The Drum. The pizza brand is reviewing its PR, creative and media partners following the dramatic exit of founder John Schnatter.

Brooklyn-based ad agency Madwell has announced a partnership with wireless, digital-only carrier Visible. The team-up will help expand brand presence, develop its launch campaign and establish its voice on social media, reports Bennett Bennett.

Independent shop Barker has been named agency-of-record for Sunsweet Growers Inc, a Californian prune cooperative. The agency's responsibilities include leading strategy, creative and social media across the Sunsweet portfolio in the US.

EMEA wins

Unilever has awarded the creative account for Pot Noodle to Adam&EveDDB, ending its relationship with Lucky Generals. The FMCG giant is in the middle of consolidating its agency roster.

British Land, one of the largest property companies in the UK, has appointed R/GA as its innovation and design partner. The agency has been tasked with crafting a new range of digital services for the property firm’s flexible workspace business.

Independent creative agency Who Wot Why has landed The Gym account after a competitive pitch. The partnership will kick off with a multi-channel campaign, aiming to reposition the chain in this highly competitive low cost gym sector.

High street restaurant chain Gusto Italian has appointed Manchester-based Cube3. The agency has been tasked with using its specialisms in branding, web and digital to create a new website for the chain.

This week's acquisitions

  • Radio group Global is set to acquire Exterion Media, in the latest of a string of acquisitions in the out-of-home space, reports Rebecca Stewart.

  • Strategic marketing agency Home has announced the acquisition of First 10 Digital, a digital experience agency whose clients include Puma, Tilda and Boots Hearingcare.

Apac wins

Publicis Groupe has won the account for the entire government of Singapore, after being appointed the state's master media agency. The selection followed a competitive pitch against 26 other agencies and holding companies, reports The Drum's Shawn Lim.

Launches

New marketing, media and creative content agency 9th Wonder has launched out of Houston. The business, built from The Company collective of independent agencies, has launched with seven offices, a staff of over 250 and 100 clients.

Digital media specialist Jungle Creations has launched a new e-commerce business – Lovimals. The brand will offer consumers personalised socks and lifestyle accessories featuring hand-drawn portraits of their pets.

Got a story or tip for Business on the Move? Send your acquisitions, reviews, account wins and launch news to sam.bradley@thedrum.com.

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Brand Positioning

The CMO Swap: What happened when Tribe’s CMO stepped into the shoes of a Britvic marketing luminary?

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What happens when you get a marketer at one of the world’s biggest beverage brands to trade places for the day with the founder of a two-year-old startup? The Drum and Fetch have decided to find out, launching a bold social experiment in the form of The CMO Swap.

In the spirit of pairing the old with the new we decided to swap a chief marketing officer from a brand with over 160 years heritage with the founder of a direct-to-consumer brand just two years into launch – enter Britvic’s global category director Ash Tailor and Tom Stancliffe founder of natural sports nutrition brand Tribe.

After Tailor had embedded himself into Tribe’s trendy London office, Stancliffe headed on down to Britvic's Hemel Hampsted HQ.

With zero TV-budget and a focus on putting the customer at the very heart of its marketing via digital and influencer campaigns, Tribe offers subscriptions to healthy bars and shakes. It also regularly brings together a community of everyday athletes through fitness classes and events.

It’s roots are firmly planted in its 75,000-strong community, since that’s how the whole business began.

The London-based upstart opened its doors in 2015 after Stancliffe completed a 1,000 mile marathon across Eastern Europe as part of the Run for Love charity event, which inspired him to help athletic people come together; from there selling the nutrition to keep them fuelled became central to its offering.

While the entrepreneur is certainly no stranger to donning his running shoes, stepping into Tailor’s shoes for the day offered a different perspective and Stancliffe was struck by the parallels in the challenges faced by his own firm and Britvic, but also by the contrasts.

Touching on how his own brand was very much focused on its culture and the community it was born out of, Stancliffe said experiencing a day in the life of another marketer had opened his eyes.

“Everyone’s [in the office] has become a bit obsessed by Tribe, maybe there are benefits of seeing other brands, and sharing the learnings," he mused.

As Tailor would on a typical day in the office, Stancliffe joined Britvic and its global packaging agency Bloom for a debrief on some branding work the consultancy had just completed.

He also met with the head of customer engagement for the Tango and Robinsons owner and paid a visit to its glitzy innovation lab where its research and development team are based.

Decked out in a white lab coat and seeing the process behind taking products like Fruit Shoot from conception to launch, Stancliffe’s visit to Britvic towers shone a spotlight on the potential perks of bringing innovation a little closer to home.

“When Tribe wants to do product development we have to go up to our facility in Sunderland or Wales, so it made me think to have the budget and to be able to do that would be amazing.”

He continued: “One of the challenges of working in a startup is that you’re having to create operations and structures from the start and develop new ways of doing things. What’s been amazing here is coming into a more established portfolio of brands and marketing structure, and seeing what that looks like.

“Hopefully [we can] learn from those processes, so we can grow faster and be who we want to be.”

Sign up here to join Fetch as its upcoming Unwired breakfast event on 31 October to get the behind-the-scenes scoop on what else happened when a Tailor and Stancliffe swapped places and what they took away from the experience.

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