TOMBOLA
Tombola x I’m a Celebrity – Open For Fun
A bold, multi-channel campaign bringing playfulness to the mainstream.In partnership with ITV’s I’m a Celebrity… Get Me Out of Here!, we created a high-energy campaign for Tombola designed to grow their player community and boost national brand awareness. Built around the creative platform Open For Fun, the campaign invited adults to rediscover joy in the everyday, because grown-ups deserve to play too.
Spanning tease, launch, and sustain phases, we blended social, digital, and real-world moments: from AR treasure hunts and jungle-themed prize drops to influencer activations, reactive content, and even a guest appearance from the people’s princess herself, Josie Gibson.
The results were just as playful as the campaign, and seriously impressive. We achieved 166% year-on-year growth on Instagram, gained 2,462 new followers, and landed over 55 pieces of earned media, reaching more than 132 million people.