Global online gaming community King.com is launching a television campaign targeting housewives.
The ad will run in daytime TV slots across channels including E!, ITV2, Living2 and TMF, and is aimed at housewives and stay-at-home mums.
The ad is the third in a series from King.com, and shows a woman playing Scrabble with a Motown-style girl group bursting into song when she wins 20p.
The series of ads aim to push the fun aspect of playing online and the buzz that winning gives, even when small amounts are involved.
King.com hopes the campaign, which will run for a month, will raise awareness of its brand among women, as well as increase registrations and activate players.
Media for the ads was handled by M2M, with creative work handled by Big Al’s Creative Emporium. The agency has worked with King.com for three years on a project basis.