Foxy Bingo

Foxy Bingo is a leading online bingo site, offering a number of bingo variants across more than 15 rooms, as well as over 350 instant win games.

The Brief

Foxy Bingo had been off air for a while and was losing share to other large online bingo providers in the market. The Bingo brand wanted help with relaunching Foxy through a high impact TV campaign that would position Foxy as more Hollywood than Albert Square – all with the aim of driving registrations and first-time deposits.

The Concept

It was our responsibility to deliver a media plan with a bang, so we launched the new Heather Graham creative with a TV roadblock across ITV, Channel 4 and the Sky channels, which had an immediate impact. As registrations of new players doubled within the first three days of launching, we continued to analyse and optimise airtime and channel investment to ensure continuous campaign performance improvements.

The Results

By the time we reached the summer months (a particularly difficult time for Bingo brands), we had reduced our Cost Per Lead (CPL) for TV activity by over 80%, and Cost Per Registrations by 48%. TV CPLs were improved on average by 25% per month.

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