A paid ads campaign designed to drive bookings for Hijingo, a Japanese-themed, immersive bingo experience.
Client —
Hijingo
Industry —
Leisure & recreation
Hijingo wanted to increase bookings and establish itself as the future of bingo within a crowded nightlife and entertainment market. While the in-venue experience was highly immersive and visually distinctive, paid advertising needed to work harder to communicate that energy and avoid the familiar clichés associated with traditional bingo.
The challenge was to create ads that felt fresh, modern, and culturally relevant, while still making it easy for people to understand what Hijingo offered and confidently book online. Creative needed to stand out quickly in-feed and match the intensity of the live experience without becoming visually confusing or gimmicky.
The challenge was to create ads that felt fresh, modern, and culturally relevant, while still making it easy for people to understand what Hijingo offered and confidently book online. Creative needed to stand out quickly in-feed and match the intensity of the live experience without becoming visually confusing or gimmicky.
The strategy
The strategy focused on positioning Hijingo as an event-led destination rather than a single game. Instead of leaning into conventional bingo tropes, the creative direction drew inspiration from club culture, nightlife, and Japanese-influenced design.
Bold typography, neon colour palettes, and glitch effects were used to create a high-energy visual language that felt more aligned with music venues and late-night entertainment than traditional bingo halls. Seasonal offers, themed nights, and brunch events were brought to the forefront to give audiences clear and timely reasons to book, while reinforcing the idea that Hijingo offered a full entertainment experience rather than a one-off activity.
Bold typography, neon colour palettes, and glitch effects were used to create a high-energy visual language that felt more aligned with music venues and late-night entertainment than traditional bingo halls. Seasonal offers, themed nights, and brunch events were brought to the forefront to give audiences clear and timely reasons to book, while reinforcing the idea that Hijingo offered a full entertainment experience rather than a one-off activity.
My role
I worked as a digital designer focused on paid advertising, collaborating closely with the wider team on campaign strategy and creative direction. I was responsible for translating strategic ideas into clear, high-impact ad creatives that could perform across paid social placements. My role centred on designing static paid ads that captured Hijingo’s energy, maintained strong brand consistency, and worked effectively within a fast-moving, event-driven campaign structure.
The approach
I designed paid ad creatives that leaned heavily on bold graphic design and disruptive layouts to ensure the work stood out in crowded nightlife feeds. Seasonal and offer-led ads used bright, limited-time callouts to create urgency and encourage immediate booking.
Event-led ads highlighted specific experiences such as Palentine’s Night and Sunday brunch, combining dynamic photography with futuristic visual treatments to signal that these were social, high-energy occasions rather than traditional bingo sessions. Across all creatives, consistent use of high-contrast typography and strong Hijingo branding tied the system together, allowing individual ads to feel distinctive while remaining clearly part of the same campaign.
Design decisions were made with clarity and speed in mind, ensuring messaging could be quickly understood in-feed and adapted across formats without losing impact.
Event-led ads highlighted specific experiences such as Palentine’s Night and Sunday brunch, combining dynamic photography with futuristic visual treatments to signal that these were social, high-energy occasions rather than traditional bingo sessions. Across all creatives, consistent use of high-contrast typography and strong Hijingo branding tied the system together, allowing individual ads to feel distinctive while remaining clearly part of the same campaign.
Design decisions were made with clarity and speed in mind, ensuring messaging could be quickly understood in-feed and adapted across formats without losing impact.
The result
The campaign helped Hijingo stand out as a disruptive entertainment brand within a competitive nightlife space. Paid activity contributed to a 32% increase in bookings, with the strongest performance coming from themed nights, brunch events, and limited-time offers.
By moving away from traditional bingo cues and leaning into nightlife-inspired creative, the ads resonated particularly well with younger audiences, supporting a 27% uplift in booking conversion rate during key promotional periods. Seasonal and event-led creative also helped drive urgency, contributing to a 19% improvement in cost efficiency compared to previous activity.
The creative approach reinforced Hijingo’s positioning as the future of bingo and demonstrated how bold, culturally relevant design could translate into measurable booking growth when aligned closely with campaign strategy.
By moving away from traditional bingo cues and leaning into nightlife-inspired creative, the ads resonated particularly well with younger audiences, supporting a 27% uplift in booking conversion rate during key promotional periods. Seasonal and event-led creative also helped drive urgency, contributing to a 19% improvement in cost efficiency compared to previous activity.
The creative approach reinforced Hijingo’s positioning as the future of bingo and demonstrated how bold, culturally relevant design could translate into measurable booking growth when aligned closely with campaign strategy.