Tombola was the operator behind the UK's biggest bingo site . With The Sun relaunching that site with a new gaming partner on August 26, Tombola is this week starting to advertise its own .
It appointed JDA to handle the four-week burst of online and offline launch activity after a two-stage pitch.
The campaign breaks this week on TV, radio, press and online, and is supported by a £100,000 prize promotion with the aim of capturing a large chunk of the online bingo audience.
JDA's creative director Dan James said: "The key insight was the idea that bingo players want to play for longer.
"It's not like the instant gratification of a slot machine; players want to log on, get themselves a drink, play the game and chat with their friends.
"Beyond that it was about creating something totally unique in the market. To their credit, the guys at Tombola got right behind our creative approach and pushed us to deliver something that's a million miles away from the stereotypical 'bored housewife' bingo ad."
A spokesman for the Tombola marketing team said: "We chose JDA for two reasons. Firstly, the final concept was perfect and really answered every aspect of the brief. Not only has it resulted in a great TV ad, it's also lent itself really well to other aspects of the marketing campaign and we've been able to bring it to life on the site.
"Secondly JDA's integrated approach really fits with an online business that needs to reach a big audience very quickly."
Mike Ashton, managing director of JDA, said: "The great thing about this campaign is that we'll be able to see the results pretty much instantly - we're practising what we preach with an innovative, fully integrated solution that doesn't compromise on the accountability that's our trademark."