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 The agency was initially appointed to work on Gala Bingo Clubs and galabingo.com on a project basis in December 2006; this was made permanent in February 2007 and is now followed by the agency’s appointment across Gala Casinos and Coral Retail, Telebetting and Online.
This appointment is part of Gala Coral’s preparations for the greater marketing opportunities presented by the 2005 Gambling Act. The group intends to invest significantly more than it has previously, particularly given the end of TV advertising restrictions.
The announcement also coincides with the agency’s first TV work for Gala Bingo, due to air in October. The objective of the campaign is to broaden Bingo’s appeal to a wider audience, make Gala Bingo a natural part of the modern adult leisure repertoire and encourage people to be more playful. The campaign positions Gala Bingo as a playful pastime and the campaign line is ‘Gala Bingo: We say more play’.
The campaign, which breaks in Scotland in October and nationally from January 2008 includes 50” and 30” TV commercials, national press, 48 sheet posters, radio and bus-sides.
The 50” launch commercial features a couple for whom the stereotypical male and female roles have been reversed. The action kicks off with a thirty something man diligently doing his other half’s ironing and explaining what she gets up to during the average week. Monday night is football, Wednesday is quiz night at the Queen’s Head, she works late on Thursdays and plays golf on Saturdays.
Each activity is followed by a snapshot of the lady in question in action – but sadly her exploits are not met with much success.
The focus then switches to the man, he is seen having a shave before going out with his friends to bingo on a Saturday night. Leaving her lying on the sofa watching television, he tells her he won’t be late coming home. The scene then changes to the bingo club where he and his friends are clearly enjoying themselves, excitedly jumping out of their seats to celebrate a win.
The ads were written by Paul Mason, art directed by Mark Harrison and directed by Ric Cantor out of Outsider. The Creative Director was Justin Tindall.
Paul Hammersley, Managing Partner of The Red Brick Road said: “We’re delighted that our relationship with the Gala Coral Group has become so significant. This is a critical time in their business development and new legislation creates both challenges and opportunities. We’re also delighted with this, our first, work for the group, which we believe sets a new standard in the category.”
www.theredbrickroad.co.uk
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