Creating a new omni-channel entertainment brand
Truth
When Gala Coral Group sold their estate of 130 UK bingo clubs, a splinter group of Gala experts set out to establish a new brand with an immediate nationwide presence and the joy of bingo at its heart. The challenge was to unite existing members and club teams behind a new brand in cherished local venues, while attracting consideration from an entirely new audience open to bingo’s booming reputation.
Change
We worked closely with business leaders to introduce Buzz Bingo to market with a compelling new proposition, identity and communications suite. Together, we developed a signal for irresistible change – a big red buzzer, representing all the joy, kinship and excitement a good game of bingo can bring about. We established a vibrant personality for Buzz Bingo that gives a familiar game a fresh spin both online and in club.
Success
+ Five Buzz Bingo clubs launched in summer 2018 with very positive feedback from club teams and customers.
+ After a successful trial, the remaining clubs will rebrand to Buzz Bingo by February 2019.
"It's been the best experience working with you guys, because we originally came to you for a new logo but in addition we've worked out who we are, what we are and our reason for being,...
...as well as setting up and joining up the omni journey. And that's now the map for everybody in the business." Andy Goram, Chief Brand Experience Officer
