Drummond Central has completed a major new bingo campaign for internet gambling company bet365.
The Calling all Bingoheads campaign shows 'bingoheads' going about their normal everyday life, on the street, in the bar, catching a bus - and no-one bats an eyelid because it's normal to be a bingohead.
The work currently consists of a national TV campaign, produced by MTP, and a national press campaign. Drummond has also designed a range of viral games on bet365bingo.com – one of which, Bop a Bingohead, offers prizes such as a luxury stay in London.
Drummond Central creative director, Stephen Drummond, said the agency loved working on bet365bingo because it offered the opportunity to create 'something that was a bit different'.
He said: “We wanted to steer away from what you normally associate with bingo advertising. Research has shown that online bingo is more than just old people forced to stay home because of the smoking ban."
To sit alongside the campaign, the Newcastle-based agency has also created a range of promotional items including Bingohead Bobbleheads which can sit on desks or car shelves.
The agency is looking at a range of other media platforms for the campaign to utilise – such as radio and outdoor – and is currently undertaking regional tests before rolling it out nationally.
Drummond Central was formed in 2004 and moved to renovated offices in Newcastle City Centre earlier this summer to accommodate its growing team.