Bringing fun to users’ daily lives is the mission of the online bingo and reward games platform Tombola, and it is the message it conveys in its new advertising campaign, called “Tombola presents…” and designed by the creative agency Meanwhile. It materializes the idea in various activations, including an interactive billboard based on a simple hobby: popping bubble wrap.

Together with the street marketing agency Build Hollywood, it has created a special support for the outdoor environment that invites you to experience the fun that Tombola’s multiple online game options also provide. Thus, he has installed bubble wrap on a fence on Hornsey Road, in London, encouraging passers-by to “enjoy a unique sensory experience”, as pointed out by the agency.

The installation is presented as “the world’s first interactive bubble billboard“, and it only consisted of bubble wrap on a background of Tombola’s corporate turquoise blue. The creative also included the message “The Bubble Wrap Billboard”, and a QR code to download the company’s application to get “more fun, more games and more chances to win”.

Tombola’s intention has been to bring a bit of fun to Londoners’ daily commute between home and work. As shown in a video, created by the production company Chief, the support has stood out among the usual pieces of outdoor advertising thanks to its tactile and interactive approach, which has broken with the usual passivity of the medium. The activation has caught the attention of passersby, who stopped on their daily trips to pop the bubbles on the fence.

This particular billboard is part of the “Tombola Presents” campaign, which celebrates the spark of fun that the brand’s games can add to everyday moments, from waiting for the bus to going to the hairdresser. That is precisely what the main spot shows, which was produced by Blink, to the rhythm of Major Lazer.

“This marks an exciting step forward in the way we express the Tombola brand.” commented Hannah Brotherton, Director of Brand and Demand Generation at Tombola, according to Creative Moment, “We remain fully committed to bringing a touch of fun to everyday life, and now we’re taking that fun to the next level through creativity at every touchpoint.”.