Mecca Bingo, UK

A steady decline in admissions prompted leisure brand Mecca to talk to 20.20. The brand was keen to attract as many new members as possible - but without upsetting their regulars. Detailed research revealed a deeper issue, however. The simple truth was that women and men over 30 were unlikely to view Mecca as a ‘destination’ for entertainment. Attracting this audience would mean re-defining the brand and evolving the game of bingo to be a central part of a much broader leisure experience.

20.20 created a whole new identity and customer proposition which generated a radical change to their brand architecture. A new club design, sub-brand portfolio and communications approach completed the transformation: quite literally, re-positioning Bingo as a fun, relevant, youthful activity that is accessible to everyone.

The re-branded Mecca was a great success. Membership has skyrocketed; both from new sign-ups and increased retention rates. Today, Mecca’s target audience is wider and younger, with customers regarding their local bingo hall as an appealing leisure destination.