In November 2012, savvy bargain-hunters heading to Poundland stores were able to enjoy a week-long promotion, giving them free cash to spend at Mecca Bingo.The national store chain, which claims to offer all its stock for just £1 per item, teamed up with the online and land-based bingo brand, to allow its shoppers to claim a £5 voucher when spending £10 or more in-store. The only proviso was that customers had to be aged 25 or over, in order to receive their voucher, which could be used to play at Mecca’s website. Poundland’s previous promotion involved money-saving vouchers for their Facebook fans, where people could claim a £2 discount when spending £12 or more in one of their stores. At the time, a spokesperson for the chain reported the offer was having a positive effect on footfall.
Richard Lancaster is the Trading Director at Poundland, and says that third-party promotions are a great way to give their customers “added value and create a point of difference.” He went on to add that the joint venture with Mecca Bingo is “the first of many to come.”
At the same time as the Poundland promotion was running, Mecca appointed Rainey Kelly Campbell Roalfe/Y&R to manage its advertising business, which is reportedly worth £2 million. This is the first time that the bingo brand has used a retained agency, and previously worked with shops on an ad-hoc basis.
RKCR/Y&R are expected to help integrate Mecca’s advertising strategy across its land-based clubs, online site, and mobile site. Mecca’s Brand Marketing Director, James Condon, says they’re really excited about the new direction for their brand development, and hopes to take their business “to the next level” with one integrated brand. He also praised RKCR/Y&R for their “creativity and strategic thinking,” whilst the creative agency’s Chief Executive, Ben Kay, is looking forward to helping Mecca Bingo “shine even more brightly.”
Rainey Kelly Campbell Roalfe/Y&R works with a number of high profile clients, such as Bombay Sapphire, the BBC, GHD, Bank of Scotland, the NHS, Marks and Spencer, and the Home Office. The agency’s likely to have its work cut out with its new client, as the Christmas and New Year period is known for being an extremely busy time of year for advertising.
What do our readers think about Mecca Bingo’s current advertising campaign? Is there anything particular you’d like to see them doing differently?