Magazine article Marketing

Adwatch 25.08.10: Foxy Bingo

Magazine article Marketing

Adwatch 25.08.10: Foxy Bingo

Article excerpt

Gaming site overloads its 10-second spot and fails to exploit fully its Grease theme.

I have watched the development of Foxy Bingo's advertising with great interest. Gaming is an enormous category, with seemingly endless growth.

While I have been impressed by the evolution of the Foxy brand iconography and admired its clarity of purpose in targeting, this latest TV execution left me feeling more than a little baffled.

Basically, this commercial, like those before it in the campaign, features the Foxy brand character. In his full moving form he's slightly camp - in a good way - and dances with a group of women emerging from a shopping centre in a Grease-style spoof. Overlaid on this is a confusion of lighted-mirror-style title blocks as Foxy himself tells us the too-many-to-be-comprehensible number of reasons why we should play Foxy Bingo (as opposed to the multitude of other online bingo offerings).

There is no real story in the execution, making it really difficult to follow the calls to action. First, we are told it's Foxy Friday; there's a free 10pm bingo game and an added incentive of a free caravan holiday - and so we don't forget, Foxy's 'the one you want'.

There's a lot to be said for finding the right ingredients for a brand's communications and, to be fair, this is often the hardest part of a brand's journey. Foxy has good ingredients, but there is equal importance to be attached to execution, which should always be done with full respect for the expectations and intelligence of the viewer - in this case, women. …

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