The “simple and stylish” digital campaign encourages players and readers to find Fabulousness in the everyday. The Fabulous Bingo audience is predominantly female between 30-55, and come to Fabulous Bingo for a moment of escapism and me time. With this in mind, the site has been designed to give these busy women a sophisticated and stylish experience, say publishers News UK.
Over 1.4m people buy The Sun on Sunday every week, and 1 in 3 buy specifically to read Fabulous Magazine. With a nod to the magazine’s editorial and contents, the new Bingo website and campaign assets use a brand colour palette which changes with the seasons. There is a seamless experience between the Bingo website and the magazine, ensuring strong brand recognition.
Working with News UK’s in-house agency Pulse Creative, the team has focussed on replicating The Sun’s “playful and positive” tone of voice across the campaign, and ensuring that the Fabulous Magazine brand is echoed throughout.
The TV advertisement encourages viewers to “Own that Fabulous Bingo Moment”, where everyday women in their everyday settings strike well-known fashion poses, showing that Fabulous Bingo is their bingo.
To celebrate the new campaign launch, all players will be given a free £5 bingo bonus when they enter the new site. Created on a new platform provided by Playtech, the largest online bingo network in the UK.
Sinead McIntyre, Editor of Fabulous Magazine commented: “With its blend of affordable high street fashion, celebrity interviews and features relevant to today’s women, Fabulous has always been a firm favourite with our readers. We’re pleased to offer them a slice of me-time with a bingo offering which looks and feels very much part of the Fabulous family.”
Kate Bird, Chief Marketing Officer, The Sun said: “We’re thrilled with the results of our brand refresh for Fabulous Bingo, which is a welcome retreat from the loud competitor sites. Our recent move to a Playtech platform gives us the opportunity to grow the Fabulous Bingo brand as a strong competitor in the marketplace."
