Posted by: DUKE | Date added: Thu 09 Mar 2017
Leading gaming brand Foxy Bingo and Casino, today launches a series of six tongue-in-cheek ads for its new above-the-line (ATL) campaign. Created by London based creative agency DUKE, the first ad, “Dance Moves”, will premiere on 9th March at 8:15 PM during Emmerdale.
Since their first appearance on TV screens a decade ago, the identity of Foxy - the iconic face of Foxy Bingo and Casino - has always been something of a mystery. Foxy is renowned for eccentric dance moves, snappy dressing and smooth northern charm, however, the person behind the persona has always been a closely guarded secret.
However, the new campaign reveals that award winning actress Heather Graham has been the lady behind the (furry) face of Foxy Bingo all along. Donning the iconic purple Paul Smith suit and dancing across TV screens, the star of The Hangover can be seen perfecting her northern accent and offering the director suggestions for character development.
Adele Lawton, Group Head of Bingo at Foxy’s parent company, GVC Holdings says:
“Our partnership with Heather Graham is the largest phase of a £10 million brand re-vamp and marketing campaign which will bring Foxy to a new generation of players. Heather is the embodiment of our mantra: ‘Random. Fun.’ and today’s announcement marks a new era for Foxy Bingo and Casino.”
Neil Hughston, CEO, DUKE added: “We wanted to inject some grown-up humour to the existing brand identity and do something fresher and bolder for a new audience. Hopefully this new direction will see a whole new fan base emerge."
Heather is now the face of Foxy Bingo and Casino, with the new partnership running into 2018. Today’s announcement is the latest step in a brand realignment with Foxy recently announcing an end to its long-standing sponsorship of The Jeremy Kyle Show.
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Date added: Wed 18 Jan 2017