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By The Drum Team, Editorial

September 5, 2008 | 2 min read

JDA has rolled out a new campaign for bingo operator tombola - after picking up the business following a three-way pitch earlier this summer.

Tombola had been the silent operator behind sunbingo.co.uk – but the firm is now going alone and has launched a major advertising campaign after parting with Sun Bingo, which has itself re-launched with a new gaming partner.

JDA's campaign is running across TV, radio, press, online and is supported by a £100,000 prize promotion in a bid to snare a large chunk of the online bingo audience.

JDA creative director, Dan James, explained that the agency wanted to create a campaign that was unique and didn't rely on the safe territory of bingo stereotypes.

He said: “To their credit, the guys at tombola got right behind our creative approach and pushed us to deliver something that’s a million miles away from the stereotypical ‘bored housewife’ bingo ad.”

The ads were devised by JDA creatie heads Dan James and Chris Lines and directed by Dave Mills of The Gate Films.

A marketing spokesperson for tombola added: “We believe that our emphasis on low cost multi-player games, as well as the community spirit within the chat rooms, has helped us reach a significant share of the market. We are hopeful that many more players will want to experience this unique set up at tombola.”

www.westonworks.co.uk

JDA Tombola

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