Bingo is all about getting five things in a row. Which is what U.K. gaming site Gala Bingo delivers in its new radio campaign—in 40,964 different arrangements.
The brand’s lead creative agency, Neverland, recorded more than 150 words being said five times. Then it teamed up with AMA Studio, which crafts digital audio campaigns, to create a dynamic ad campaign that pulls on the fly from those words batches and delivers them in a different order every time.
These ads will run across the U.K. on digital audio and radio—including Spotify and through Global Player, which streams a network of stations (Capital, Classic FM, Heart, LBC, etc.)
Here are a few examples of the spots:
Gala Bingo | Brolly
Gala Bingo | Sequin
Gala Bingo | Werewolf
The tech is also location based. A set of seaside-themed words (lobster, ice cream, seagull) will play when the system sees that someone is hearing the spots near the coast, while a different set of words that people will hear if they are in a city (traffic, building, digger).
There are other triggers, too—the word “werewolf” will only be included if it’s past sunset on the night of a full moon. The agency also tagged words that reference bands playing at Glastonbury, which will only be included when they are playing on stage at the festival.
Here’s a rundown of how some words are being used:
🎤 Sequin—in honor of this Saturday’s Eurovision Final
🌕 Werewolf—only played during the full moons of July and August
🎸 Guitar—for radio listeners heading toward or at Glastonbury
♏ Scorpio—live across Scorpio season in October and November
🦞 Lobster—only being heard by people near the coast
🤴 Crown—to celebrate the King’s birthday on June 17
☔ Brolly—a reminder for when it’s raining in an area
🌭 Sausage—only to be heard in and around Cumberland
Gala Bingo partner the7stars handled media.
Sara Jolly, head of brand at Gala Bingo & Foxy Bingo, said: “Gala Bingo, Gala Bingo, Gala Bingo, Gala Bingo, Gala Bingo.”
Rob Broomhall, creative production manager at AMA said: “Dynamic, Dynamic, Dynamic, Dynamic, Dynamic.”
Noel Bunting, executive creative director of neverland, said: “Neverland, Neverland, Neverland, Neverland, Neverland.”