Mecca Bingo has launched a new integrated marketing campaign titled ‘Legends of Play.’ Developed by The Mission Group, this initiative aims to boost brand consideration and expand market share in the UK.
The campaign, which debuted today, employs humour to highlight Mecca’s heritage – spotlighting its status as the UK's longest-standing bingo brand to position it as a trusted choice for both new and seasoned bingo players.
Legends of Play will be featured on several TV channels, including ITV, Media 15, Axiom, 360 Media and Sky.
English comedian Jessica Knappett provides the voice-over for the campaign, which portrays famous historical figures such as Henry VIII, Cleopatra, Vikings and cavemen playing Mecca Bingo on anachronistic devices like jewel-encrusted mobile phones and stone tablets.
In addition to TV, the campaign will be supported by Video-On-Demand streaming, radio, YouTube and digital activations over the next two years – a multi-channel approach that aims to maximise reach and engagement.
Commenting on the campaign Dylan Bogg, Chief Creative Officer at Mission, stated: “We’re thrilled to launch a stand-out and fun new positioning for Mecca Bingo. Our tongue-in-cheek campaign celebrates Mecca as the original bingo brand with a fun twist, that shows that Mecca really is the legend of play, since back in the day.”
Anna Venturas, Marketing Director for Rank Interactive, added: “We’re excited to launch Mecca’s biggest advertising campaign to date. As the nation’s most recognisable bingo brand, we wanted a campaign that nods to our expertise, while using Mecca’s playful tone of voice to attract new players. We’re delighted that Mission has hit the spot with Legends of Play.”
Earlier this year, Mecca Bingo also held the first cross-channel slots tournament – an event that was held at Mecca Bingo’s club in Luton, Bedfordshire.
