In a small country (Andorra has just 80.000 residents), it’s easier for taboos to be seen in the society.
One of the paradigms we were facing when we took the Bingo’s business on board was that most of the citizens of the country considered that gaming was for addictive people, and usually related to drugs and bad habits. The other matter that the CEO wanted to address was that generally only the elders would play the game, instead of families or younger people (of course, always over 18 years old).
We had to change the mind of a whole society about gambling activities, which was a pretty big challenge regarding that the customers sneaked into the gaming rooms trying not to be caught by their neighbours. In Andorra “everyone knows each other”.
So we had to design a new strategy for Bingo Cristall and Bingo Star’s (both the same owner, located in different local areas but still competing with each other). As soon as we realised that the type of customers was also different, we created a marketing plan for a whole year. This included the branding and style guide, as the previous graphic content – logos, colours, advertising, graphic design – wasn’t helping to draw the attention of younger people. We created all the digital marketing platforms and channels such as website, newsletter, social media, and blog. We implemented Corporate Social Responsibility actions by sponsoring sports and supporting campaigns against the Cancer; we organised several events, indoors for anniversaries, and outdoors when there was Shopping Nights or other activities set up by the Council. As well, we made sure that several media were publishing news that would be favourable for the business to normalise the word “bingo” by presenting it in a positive context. We did heaps of campaigns that had to be advertised in newspapers, radio, digital and outdoors.
Understanding the context in where a brand lives is really important to find out about opportunities. When doing the same thing doesn’t work, why don’t change it?
Bingo’s was brave enough to change the whole branding, and the outcomes where very positive!