Free online bingo company Costa Bingo has launched a new advertising campaign featuring former Spice Girl Mel B in an attempt to increase its presence in the UK market.
The £12 million multimedia strategy has been commissioned by parent company BGO Entertainment, which is aiming to establish Costa Bingo as one of the UK’s biggest online bingo brands in 2014.
Focusing on Costa Bingo’s jackpots, the new campaign began with a 30-second television advert that debuted on UK television on New Year’s Day.
The advert featured a 200ft version of Mel B towering over London landmarks, sending terrified pedestrians running for cover at CostaBingo.com.
“Significantly scaling our business is our top priority this year and I would like us to challenge for the top position amongst UK online bingo operators,” Costa Bingo’s co-founder, Richard Skelhorn, said.
“We have a world-class operations team, which will help us reap maximum benefit from the additional interest generated by the campaign. We are already delivering substantially higher KPIs than many of our competitors.
“After operating Costa for three-and-a-half years, we feel that now is the right time to take it to the next level. The Mel B campaign is a clear statement of intent and of our desire to reach new customers and raise our game even further.”
source : www.igamingbusiness.com