MECCA
BUILDING BUZZ WITH OWNABLE EARWORMS
INSIGHT
In pursuit of a campaign that would refresh its brand identity while leveraging its rich British heritage, Mecca sought an idea that was ownable yet familiar, memorable yet unique, and had the innate flexibility not only to advertise a variety of service lines but appeal to both an online and in-club audience.
IDEA
"When I say Mecca, you say..." is a construct that enables the brand to talk about its many service lines by completing the phrase with alternative endings—bingo, slots, live games, responsible gambling, etc.
This flexibility, combined with its familiarity as a UK saying and adaptability both online and in-club, made for a winning combination. One that greatly enthused the brand, particularly when combined with the big, punchy visual approach that has come to define the Mecca brand for so many successful years.
