Challenge

Tombola Bingo is the number one bingo site in the UK, so Tombola wanted to elevate their newly launched casino brand - Tombola Arcade - to the same level. What better way to do this, than to partner with one of the nation’s favourite shows, I’m A Celebrity… Get Me Out Of Here!

Insight

Tombola Bingo had successfully sponsored Loose Women and Emmerdale in the past, and knew it was a powerful strategy for their new brand of Tombola Arcade to gain market share.

Tombola do not have customers; they have a close-knit community of players. So they decided to place their brand around the most famous and most talked-about campfire on TV: in the I’m A Celebrity jungle.

Idea

The idea was to take the ‘critters’ from the show and bring them to life through vibrant personalities, making them the key characters in Tombola's broadcast idents. The insects became the heroes of the campaign.

The idents mirrored key talking points from the series for a real sense of seamless consistency between the brand and the show.

Results

• 34m people saw Tombola's idents

• 11m ad impressions on Twitter Amplify

• 3m active app users throughout the series