The Bingo that Gets You Buzzing

'I wouldn't feel happy going into a bingo hall. You'd get all those old biddies staring at you' The client's problem was that of identifying and quantifying the market, understanding the mindset and changing the views on bingo of the target market.
Agency: J Walter Thompson ManchesterAuthors: Liz Lavelle

The Bingo that Gets You Buzzing

Introduction

'I just wouldn't feel comfortable going into a bingo hall. You'd get all these old biddies staring at you'

This view represents the consumer reality that faced Gala Clubs in 1998. The company was newly bought from Bass following deregulation of the industry. Previous analyses had indicated vast untapped potential new users. Evident however, were the considerable barriers to persuading this group to suspend disbelief and trial.

Part of the deregulation that had taken place in 1997 included allowing bingo companies to advertise...

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