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In 2018, Sun Bingo set us the challenge of delivering more cut through than ever vs competitors.
TV is a Bingo battleground. Somehow, we needed to make our spend competitive against brands with far higher budgets.
Further, our audience were watching 2.64 hours of TV a day. How could we elevate our DRTV to the next level, driving brand awareness and frequency of message?
Finally, we were tasked with shifting brand perceptions. We needed to appear trustworthy to our audience and most importantly, fun!

Using the spot attribution tool Adalyser, we identified coffee time to be the most high-volume driving daypart for bingo playing. Therefore, if we increased our frequency here, we could gain valuable share of voice and crucially, outshout our competition.

The Jeremy Kyle Show indexes as the top daytime programme of female bingo fans aged 25-44. With 27% of the show’s audience playing online bingo already , Jeremy Kyle was the perfect platform to communicate with our audience every morning.