New Ad Campaign at Virgin


Another TV promo for Virgin Bingo

A new TV campaign for Virgin Games' bingo site, Virgin Bingo went live recently, as a part of a £500,000 marketing campaign that is planned to run in the first trimester of 2012.

The new campaign features a new concept - it is set in an imaginary Willie Wonka-like factory, which makes Virgin Bingo. In a tour of the factory, a woman meets cheerful Virgin staff, finds out about Virgin Bingo's new welcome bonus: "Deposit £10 and play with £35", as well as new exclusive Virgin Group prizes.

The lovable ad, which should run for multiple campaigns during the year, was produced by ABF Pictures; Manning Gottlieb OMD was acting as media planners and buyers.

According to Simon Burridge, CEO of Virgin Games, "This new advert has a flavour of Willy Wonka for adults about it. It has lots of energy, excitement and fun - just what consumers have come to expect from a Virgin advert.

"We first advertised Virgin Bingo on TV in 2010 and have witnessed fantastic customer acquisition rates as a result. We've found that TV advertising is a natural fit for bingo. Consumer trust and a sense of security and familiarity are very important attributes for a bingo brand. Being part of the Virgin brand helps to reassure customers that they are playing with a reputable company, while TV ads raise awareness of our existence and help to reinforce that trust and brand awareness."

It has been added by Matt Barraclough, Creative Director at ABF Pictures: "We were thrilled to have the opportunity of working with the Virgin Games team. A brand like Virgin allows us to think bigger and look at online bingo in a different way. We wanted to stand out from traditional bingo commercials and do it in a very Virgin way.

"The commercial itself was produced over three months. The action was captured on green screen and the entire factory backdrop was then created using 3D modelling and animation. The inspiration for the advert was the core Virgin brand values: Fun, Value for Money, Innovation, Quality, Competitive Challenge and Brilliant Customer Service. We combined these values and used iconic Virgin styles to create an exciting and memorable advert."

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