Core disciplines: Advertising/Creative, Branding / design, Integrated marketing

One of the Top 30 most viewed agencies for 2017

tombola is Britain’s biggest bingo site with an average of 42,000 players online each day, and £6m won every week.

They offer a variety of bingo games via their website and app services, and unlike the majority of their competitors who re-skin off-the-shelf platforms, every tombola game is designed exclusively for it’s players.

The Challenge:

tombola occupy a unique position in the online gambling sector in that the brand considers themselves to primarily be an entertainment provider over a place to win money. As an extension of traditional bingo they see their games as an opportunity to have fun in a social environment, so while you can win big with prizes up to £20,000, the gambling aspect is always very much secondary with games playable from as little as 2p. It’s thanks to this outlook that tombola has fostered such a large and loyal player base, and over the past four years Über have been tasked with capturing this spirit of fun and community whilst showcasing and launching the unique offering of games.

The Solution:

In a saturated market of loud, brash competitors using tacky bingo clichés, we have to ensure that tombola consistently achieves standout whilst always maintaining the brand’s integrity. We also need to showcase the social aspect and the players that make tombola such a great place to play.

We thought that the best way to truly capture this was by inviting people to ‘come join the fun’ and we have consistently featured real players in many of the TV commercials. This serves to show existing players how special and important they are to brand, while potential new players can see the fun and social experience on offer.

As for the actual games, we bring them into the real world with slick 3D graphics that connect them with people’s everyday lives. This freed us from the problem of either showing them on the screens of devices, or coming up with a more conceptual representation that didn’t accurately showcase the games themselves.

As well as brand and game focused TV, tombola also make use of Über’s design, copywriting and digital expertise, helping develop print, online and social media campaigns and strategy.

The Results

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