THE FOXY STORY Telly Icon
Developing a Brand
Love him or hate him, Foxy the disco dancin’ northern vulpine became a familiar sight on screens across the nation.
His TV campaigns dominated daytime television where he became adored by his loyal followers.
Jellygun founder Matt Carter had a simple but very effective approach to creating 10 years of hugely successful Foxy Bingo campaigns.
“Will my Mum like it!?”
Matt channeling his working class roots, created a hugely successful series of adverts that worked across TV, print and social media channels and his Mum did like them!
Using big known tracks, over the top dance routines and the occasional celebrity cameo Foxy’s world became beloved by all his players.
The 2015 version of Foxy created alongside Millenium FX still continues to be used today by Foxy Bingo owners GVC.
THE GRAND FOXY HOTEL
Check-in to swing, swing, swing!
The 2016 ‘swinging’ campaign for Foxy Bingo saw Foxy getting his groove on in his very own Foxy chain! Hasn’t this fox of the people done well!?
“Foxy – on a minuscule budget but bolstered by the brand’s sponsorship of ITV’s Jeremy Kyle Show – emerged as the year’s best-value TV advertising. In tough economic times, is there a lesson there for marketeers?”
“40 seconds with lots of detail and foxy quips, the ad manages to seem swish and fancy to its target audience, which is what matters – beating much of its competition hands down. Or is that eyes down?”
Ten Years of Foxy
Over 10 years a multi-platform campaign continued to tie together TVC, sponsorship, radio, print and online.
2015 also saw further development of the Foxy brand by launching a new Foxy Casino campaign.
DIGITAL CONTENT, PRINT AND RADIO
Over the years ‘Foxy’ has stepped from the TV screen to 96-sheet billboards, bus backs and sides, and onto digital video walls around the UK, with tie-ins to charities including Comic Relief and Breast Cancer Awareness.
We used the distinctive vocal skills of ‘Foxy’bringing his presence to radio, with ads created throughout the year to support the TV offerings.