We are under strict instructions this week to bring a little cheer to the world following our two most recent reviews – for Campaign Against Living Miserably and Prostate Cancer UK – which, although they were lauding excellent work, have put our readers on a bit of a downer.
So, what could be more cheery than this one from Gala Bingo (yep, I know but we’re desperate) featuring, er, loads of hot air balloons?
The “Look Up” integrated campaign launches with a 60-second TV spot, radio, digital, OOH campaign and PR, and is aimed at inspiring Brits with the fun of bingo (surely an oxymoron if ever there was one).
The campaign, which was shot across the North-West of England earlier in the year, follows a group of five friends (and Kodie the dog) travelling in their yellow camper van from the bottom to top of Britain, in search of the perfect view of five hot air balloons creating an epic ‘bingo’ in the sky. The film features the track I Saw the Light by Todd Rundgren.
To add an extra touch of joy (well, that’s what it says here) 11 iconic bingo calls have been hidden throughout the spot for viewers to discover.
‘Look Up’ is supported by 3 product films, which will launch a series of new games for players to enjoy, and a Responsible Gambling message which sees the friends literally take a moment to pause.
The campaign’s digital, social, radio and OOH elements also launch today, with bus and taxi wraps across London. The campaign will continue across summer with PR events which are being managed by Neverland in partnership with Capture Communications.
And oh how whacky could it get as Gala Bingo head of brand and content Sara Jolly simply said: “Bingooooooooooooo”, while Neverland co-founder and acting ECD Jon Forsyth added: “Bingoooooooooooooo”. Enough said…
So, what is the consensus around the Decision Marketing office?
Well, you wanted cheery (yes, you, Catherine and Martin) and this certainly fits that bill. Then again, you aren’t going to get too far advertising bingo with a grainy hard-hitting film are you?
It does what it sets out to do, and we’re sure bingo players will love it. (But please make sure you are checking your nearest and dearest for cancer and depression!)
Decision Marketing Adometer: An “up, up and away” 7 out of 10