Gala Bingo, one of the UK's biggest and best loved bingo operators, launched a new advertising campaign called Bingo Like a Boss.
The campaigns are fronted by a new leading lady, Gloria, who is described as ‘a gloriously sassy woman who slays life whilst casually playing bingo'.
In the first of four ads, Gloria is played by Paisley Billings from the TV show, Tattoo Fixers. Her character is seen playing online bingo on her phone whilst simultaneously playing an electric guitar solo with her feet.
The first ad called ‘toe jam' and the other three ads will run from 24th February to 16th March and will run in conjunction along with the continued sponsorship of ITV’s The Chase and Channel 5’s iconic Aussie soaps, Neighbours and Home and Away. The ads will display Gloria’s ‘boss-like’ adventures both in the UK and in Australia.
The new campaign will be overseen by the advertising agency Antidote who Gala Bingo switched to at the start of February. The advertising account believed to be worth £13 million, saw Gala Bingo ditch Cravens who had been managing the advertising accounts of Gala Spins and Gala Bingo both of which owned by parent company GVC Holdings (LON:GVC), for seven years previously.
In a press statement, Gala Bingo said:
The introduction of Gloria adds a fresh, modern edge to the brand, whilst maintaining relevance with its existing players. This is just one facet of Gala Bingo’s rebrand which includes an updated logo and tone of voice, a cleaner, refreshed look and colour palette, and a new approach to digital.
The commercials and digital content were directed by Los Angeles based comedy director duo Fatal Farm and are designed to encourage watchers to ‘bingo like a boss’ whilst outrageously living life to the full.
Karina Adrian, Head of Brand Marketing at Gala Bingo, said,
“We wanted to mix up the category and refresh our brand. We are a brand with significant heritage and branding that has stood us in good stead, however the time felt right to revamp and refresh, bringing us in to the roaring 20’s and with Gloria’s help, this truly integrated campaign certainly does that. We want to show a younger audience how fun and exhilarating the game can be, showing there is something for everyone. We’re really excited to unleash Gloria on the nation and bring the sass to bingo!”
The first of the adverts can be seen here: