TOMBOLA
Deal or No Deal returned to our screens last year and tombola secured a deal to sponsor the show. This presented tombola with an exceptional opportunity to reinforce their brand identity, engage a diverse audience, and align with the excitement of the show. The return of this well loved game show format to prime tea time TV on ITV1 was a chance for tombola to create brand fame and increase association between both brands, whilst also boosting brand consideration for those new to online bingo.
THE CHALLENGE
With the sponsorship being primarily ident lead, the challenge was to make the creative seamlessly blend tombola's branding elements with the visual and iconic components of Deal or No Deal. We also had to consider a way on how we could mimic the show, it's contestants and build on the similarities of excitement and suspense, along with relating these to playing bingo.
As well as the ident creative, we also had to create a launch campaign, comprising of a TV commercial and OOH motion and static posters to promote tombola's new free to play Deal or No Deal game. The campaign had to capture a sense of excitement, suspense and resonate with new and existing tombola players and for tombola to be the go-to place to play if you love Deal or No Deal bingo games.
THE SOLUTION
Our solution for the idents was to create a simple but effective animation style based around 'chat' and the conversations players have about Deal or No Deal, whilst playing and showcasing the games on devices throughout each ident. These conversations come to life through text pop-ups in the new brand treatment, voice overs which represent tombola players and an eclectic mix of phone covers to convey diversity in the tombola community.
Our solution for the launch campaign was based around the concept 'A Great Deal More'. The Deal or No Deal box is clearly identifiable with the show and symbolises suspense, mystery, drama, intrigue, anticipation, excitement and most importantly, something really special along with it being the exact same feeling and experience as playing bingo games on tombola. So, we used the iconic Deal or No Deal box as a vehicle to contain the excitement, fun and content behind the new Deal or No Deal game and partnership. Everything that's gone into the game from the unique design, prizes, messaging and imagery are all bursting out as if they can't be held in for a second longer.
THE RESULTS
Over 6,500 clicks to the tombola website via the 10-second idents on ITVX
9.9 million impressions delivered across the 10-second idents on ITVX
