Following a competitive review that lasted about 8 weeks, which included pitches from a handful of London based ad agencies vying for the Virgin Games bingo account, Virgin Bingo selected the Manchester based creative agency of ABF Pictures to create their new TV advert. The commercial will help Virgin Bingo introduce their new welcome bonus, deposit £10 and play with £35, as well as emphasize the fact that bingo players can win exclusive prizes from across the Virgin Group of companies.
The budget for the new marketing campaign is worth £500,000 and is set to run over the first quarter of 2012, targeting predominantly women between the ages of 25 and 54, which is the core market for players who play online bingo, while the TV commercials will be screened across several channels, including the ITV digital channels, a range of Sky UK channels and the terrestrial channel Five.
The same agency created another TV advert for Virgin Bingo titled ‘Virgin Bingo is Free’ back in 2010, so while it wasn’t the first time they were pitching to the guys from Virgin Games, it did take a big effort, as Matt Barraclough, ABF Creative Director explains: “The pitch process took around eight weeks, it was intense but very exciting. It gave us a chance to show off what we can do. We wanted to imagine bingo in a new and interesting way and a brand like Virgin allows us to do this. We wanted to be different from traditional bingo commercials, we wanted to tell a story but without taking it all too seriously.”
The new commercial is a far cry from the previous adverts, as it does not include their cartoonish mascot, but it features real actors. The advert was shot on location at The Sharp Project with 20 actors taking part, lasting two days, while it was filmed entirely against a green screen and then ABF Pictures added the computer generated scenery.