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By Gillian West, Social media manager

May 9, 2014 | 2 min read

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Bookmaker is promoting its mobile casino and slots product with an integrated campaign from BJL breaking on TV today (Friday 9 May).

The first of five executions will launch the activity on TV with supporting online and social activations as well as a retail presence, with call-to-action based creative introduced across’s 1,400 shops nationwide.

The creative features finger characters playing out comedy real slice-of-life moments, in keeping with the brand’s fun and friendly brand positioning. ‘Have more fun with your fingers’ not only supports’s focus on entertainment value but also serves as a veiled reference to the way fingers play with touchscreen devices.

“With a large number of mobile gaming products in the market, differentiation is a key challenge; which is where we feel the ‘Have more fun with your fingers’ campaign gives us the opportunity to standout and make a connection with our target audience - replaying those classic moments in life when you wish you could escape and be doing something else,” commented Chris Sheffiled at

BJL creative director, Tom Richards, added: “Challenged with bringing’s fun and friendly positioning to life for the mobile casino and slots products, we wanted to come up with something that brought a human element to mobile gaming, contrasting with the genre of hyper-slick CG films while reminding people that smartphones would be nothing without fingers. Our ‘fun fingers’ approach does just that, tapping into relatable, real-life situations at times when we could all do with some fun.”

The campaign is set to run over a six-month period.


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BJL is an integrated agency, creatively focused and commercially aware. We work with brands – often challenger brands and nearly always brands in transition –...

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