Foxy Bingo

Foxy Laundrette


The Challenge

Create mass awareness and brand fame for Foxy Bingo through earned media centred around a laundrette – to cement Foxy’s brand positioning of showing up in unexpected places. 

The Approach

A multi-layered campaign that would stay true to the brand’s Northern roots and be cheeky and fun. Our approach was to challenge the status quo of how a gaming brand should behave and to smash category conventions. 

The Solution

An immersive, free and fashion-themed pop-up event in the North of the UK that leveraged London Fashion Week noise to put a spotlight on northern fashion icons, through the creative vehicle of the Foxy Launderette.  

We opened the UK’s First Northern Celebrity Swap Shop where visitors could donate old clothes for new ‘Foxy-fied’ looks and get their hands on pre-loved garms from some of the North’s foxiest celebrities. Enlisting fashion expert Gok Wan to drive awareness of the event and act as a spokesperson. 

The Results

Pieces of earned media coverage online and in print


Combined reach


Estimated coverage views

Attendees at the event

Average brand love score by event attendees


Total broadcast reach