Online gaming company 888.com is to launch a campaign for its female-targeted bingo site 888.ladies.com, Grey London’s first work for the brand since it won the account in February. The campaign breaks on Thursday and will include television, press and online activity.
The TV campaign consists of two 60-second spots and two 30- second executions, all of which feature comedy characters, or “Bingo Superstars”, that develop delusions of grandeur after winning at bingo.
In one ad, one of the Bingo Superstars, Lucy, is seen recording her first single “Queen of the Numbers” and tells the story of her supposed rise from bingo winner to pop star. The second spot shows Lucy recording the video for the single. Media planning and buying for the campaign is being handled by All Response Media.