AMA has won Best Use of Auio at the Digiday Awards Europe 2023, building on the success of the previous year.
Background
Gala Bingo is an online gambling and casino offering, and home to the UK’s largest selection of bingo games. The platform offers users innovative new games and over 20 rooms, full of exciting promotions and prizes.
For its ‘Match 5’ game, Gala Bingo wanted to create an ad that celebrated the joy of discovering five things in a row, whilst tying the creative to many of the culturally significant events taking place during the summer.
Dynamic audio was used to create thousands of iterations of the ad, relating to key cultural events across the summer, from the King’s Coronation to Eurovision, ensuring that the listeners heard a different version of the ad each time.
Insights
Gala Bingo’s campaign caimed to capitalise on crucial events over the summer to create a strong connnection with consumers, increase intent to sign up and play online bingo, and uplift brand perception. In the online gaming space, central to Gala Bingo’s brand is creating a sense of belonging by emphasising a community feeling.
The Match 5 campaign successfully met all of its objectives. Overall there was a notable uplift among listeners who played bingo 2-3 times a week converting to Gala Bingo.
The Creative
Listen to examples of the ad below:
Version 1 (Event: King’s Coronation; Location: Yorkshire)
Version 2 (Event: Rain; Location: Scotland)
