Turning a National Bingo Chain Bonkers.
As traditional bingo attendance declined, Mecca Bingo saw an opportunity to reinvent their in-venue experience for a younger, fun-seeking audience. With the rise of chaotic, meme-fuelled ‘wacky bingo’ nights across the UK, they needed a bold, irreverent offering in their portfolio, that could disrupt expectations and inject fresh energy into their venues. Enter: Bonkers Bingo.
Endorsed Individuality.
To attract a new audience without alienating Mecca’s core customers, Bonkers Bingo was positioned as an endorsed brand, presented by Mecca, with the freedom to develop its own bold, unfiltered identity. This structure allowed it to break the mould while still benefiting from Mecca’s credibility.
Capturing The Energy.
The identity leans into a grungy, pop punk-inspired aesthetic with paint splatters, distressed textures, and a loud, irreverent tone of voice exaggerated by using multiple font weights. Photography was treated with vivid gradients to homogenise colour and amplify energy. Assets spanning social, OOH, and web were designed to build brand awareness with ads able to promote standard events and events with headline acts.
Building the Brand Experience.
Because Bonkers Bingo events took over existing Mecca venues, all branding and environmental elements needed to be bold but temporary, easy to install and remove. This allowed Mecca to transform spaces into high-energy experiences, then return seamlessly to traditional bingo the next day. Every touchpoint in the venue was an opportunity to build out the world of Bonkers Bingo.
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