A cosy-looking home? Check. Cheerful music? Check? An ecstatic woman playing online bingo on her laptop? Check. It must be the new TV advert at Bingo Street. First screened on 23rd September 2011, the ad delivers all the essential goods required for the quintessential bingo advertisement – making it a brilliant first attempt from this brand. Drawing on from the success of previous ad campaigns (such as Jackpotjoy and Foxy Bingo), Bingo Street has pulled out all the stops to ensure that their debut appearance in the world of television won’t be their last. Or will it?
Although they’ve obviously done their market research and provided their target audience with all the necessary ingredients needed to make online bingo so appealing, the problem is – the ingredients used by Bingo Street unfortunately produce the same results as the rest of the TV bingo ads. Take the recent examples of Dream Bingo and Sun Bingo, where both adverts featured an upbeat soundtrack, smiling women and the obligatory laptop, as well as the tasteful interior of their homes; by providing these three common denominators, it’s clearly a winning formula for any televised bingo advert.
However, whilst it’s a good idea to ‘stick to what you know’, the problem is the more these same factors are used, the less interesting these bingo campaigns will appear in the hopes of enticing their viewers. What gives the likes of popular brands such as Jackpotjoy and Foxy Bingo their edge is their identifiable feature – with the former using a royal theme (with Barbara Windsor as Jackpotjoy’s Queen of Bingo), and the latter represented by a Foxy character.
But with this being their first ever TV advert, it’s still early days for this site to make its mark in the world of online bingo. Only time will tell if they ‘get up and run’, or make it to ‘top of the house’ over at Bingo Street.
Take a look for yourself at the Bingo Street commercial: