Sky AdSmart TV Case Study: Gala Bingo Clubs

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AdSmart Case Study: Gala Bingo Clubs

Background

Gala Bingo Clubs is a UK company with 130 clubs throughout the UK.

With the advent on online bingo games, they found that footfall in the bricks and mortar clubs was declining.

They decided to use Sky AdSmart, alongside a letterbox drop campaign, with the aim to increase footfall and ultimately increase overall profits.

They wanted to test customer reaction; so nine clubs were chosen to be used as part of a test promotion. Sky AdSmart was the obvious choice due to its ability to target postcode specific areas.

Campaign Objectives

– To promote Gala Bingo Clubs as a great night out
– To show the social aspect, as opposed to online
– To increase footfall at each club
– To increase brand awareness

Creative Execution

A 30 second TV commercial was produced using ‘Paddy’, a Jack Russell Terrier, as a presenter. It was a fun, slightly irreverent and very memorable.

Top Line Results

The Sky AdSmart campaign successfully increased brand recall, as well as XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

The four-week campaign ROI was XXXXXXXXXXXXXXXXXXXXXX.