In a little country with a little community (Andorra has just 80.000 residents), it’s natural that taboos are set between societies.
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 issue that we had to confront was that bingo was very common between older people (45-70 years old) instead of the youth or families 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 neighbors. 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). As soon as we realized that the type of customers was different, we created a Marketing plan for a whole year. This included the branding and style guide, as the original graphic content – logos, colors, advertisements, graphic design – wasn’t helping to draw the attention of younger people. We created all the digital Marketing pieces such as website, newsletter, social media, and blog. We implemented Corporate Social Responsibility actions by sponsoring sports and supporting campaigns against the Cancer; we organized 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 favorable for the business to normalize 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.