The&Partnership London has today released a tongue-in-cheek, grime-inspired campaign for Sun Bingo, ‘Are You Gonna Bingo?’.
The integrated campaign is The&Partnership’s first work for the betting and gaming platform since it was appointed to refresh the Sun Bingo brand last December, raising awareness of and driving registrations to its easy-to-access, web-and-app based offering, supported by tech giant Playtech.
The campaign, which spans TV, print, radio, digital and social will break with a film and music video starring up-and-coming Bristol comedian Jayde Adams. Acclaimed director Jack Clough, who most recently directed BAFTA winning comedy series ‘People Just Do Nothing’, will make his advertising directorial debut with the film and the two-minute music video accompanying it.
Adams – known for her serious musical talent as well as razor-sharp wit – raps her way through a series of bizarre situations with her two mates by her side.
The trio pop up in the salon, at the dogs, on the red carpet and in the middle of a tea plantation, and each time Adams asks viewers ‘But Are You Gonna Bingo?’ – reminding viewers that with Sun Bingo they can play anytime, anywhere on their mobile and be in with a chance to win.
The work will air on TV – with media planning and buying from The&Partnership’s sister agency m/SIX – as well as across print, digital and social media.
The campaign will also harness the power and scale of The Sun’s digital and print offering, targeting the title’s 4.5 million digital readers and over 3 million print readers each day through a series of advertorials, and on and offline adverts.
Adams’ loud, bolshy brand of comedy has seen her win The Funny Women Awards (2014), as well as being nominated as Best Newcomer at the Edinburgh Comedy Awards (2016). She regularly appears on comedy programmes across the BBC and Sky, and is known for her operatic interludes in comedy sets.
Yan Elliott, Joint Executive Creative Director at The&Partnership London, said: “With Jayde Adams in front of camera and Jack Clough behind it the team have created something genuinely funny. What this campaign does is get straight to the heart of one of life’s big questions: Are You Gonna Bingo?”
The Sun’s Chief Marketing Officer, Kate Bird said: “Our readers and customers love The Sun brand for being loud, proud and fun, so we challenged the The&Partnership London to refresh our award-winning, world-record-breaking Sun Bingo brand in a fun and exciting way. The team have created a memorable and entertaining campaign to capture our target customers’ attention and engage them even further with The Sun Bingo brand. We are hoping to attract a new audience with this new approach for the category.”
Creative Agency: The & Partnership London
Producer: Emily Hendrey
Designer: Stathi Kougianos
Head of Content Production: Charles Crisp (Film)
Art Buyer: Emma Modler
Executive Creative Directors: Yan Elliott, Dave Buonaguidi
Planners: Oliver Feldwick
Creatives: Jon Coates and Josh Welton
Creative Services Director: Tom Loxley
Head of Art: Marc Donaldson
Business Director: Sarah Wood
Senior Visualiser : Rob Swainson, Charlie Townsend