Copywriter & Creative
Foxy Bingo
Having established itself as one of the nation's best loved bingo sites through it's distinctive brand mascot – the sharply suited Mr. Fox – Foxy needed to pivot its entire creative strategy due to regulations no longer allowing their furry advertising hero to appear above the line.
Thus a new brand platform, Get Your Fox On, was born. It swapped the fox for a cast of whacky characters designed to recreate the mischievous, fun-loving spirit of the brand using iconic clothing, hair dos, accessories and a furry 'Boombox'. The new brand world was all about that twinkle-in-the-eye northern charm and love of all things bingo.
Get Your Fox On
Tasked with bringing the TVCs to life through the line, we used a combination of sassy, character-led photography that we captured on set, alongside a funky suite of ownable brand assets created in house.
As a Creative Lead on the project, I collaborated with our design team to create scamps and develop concepts from scratch, as well as attending the shoots and working closely with our stakeholders and external agency.
Beginning with an initial pitch through to daily stand ups, we delivered a campaign that transformed, and elevated, the brand's look and feel while keeping its core 'foxiness' fully in tact.
Developing free-to-play games
A key part of the Foxy customer proposition are the innovative, free-to-play games and rewards scheme that are built and branded from scratch.
As a creative lead, I developed the comms strategy and worked with our designers on the creative identity. We crafted a range of branded platforms using fully ownable assets (vibrant colours, foxy fur and bold patterns) that increased daily players onsite and drove re-engagement through the week.
Transforming the
App Store
As part of the rollout we also completely revamped the Foxy Bingo and Foxy Games App Store (and Play Store) journeys. Using a combination of our best character and branded asset libraries, including fuzzy bingo balls and furry slot reels, we brought the campaign to life in a key piece of online real estate.
Not only did this work step-change the creative and deliver considerably more visual impact and engaging messaging, but we also saw a 20% increase in conversions and 10% incremental app downloads following the transformation in 2023.