Foxy Bingo has announced that it will be launching a new experiential consumer activation in Newcastle this weekend (4-5 March) to enable the public to ‘Get Their Fox On’ by visiting the world’s first ‘mullet-only’ salon.
Tying-in with the brand’s latest TV spot featuring ‘Dirty Gertie’s Salon’, customers in Newcastle will be able to visit a bricks-and-mortar rendition of the wacky establishment to get their very own mullet haircut.
Opened by local celebrity Vicky Pattinson, customers will be able to choose from a range of mullet specials – all free – whilst the brand’s iconic ‘BoomFox’ plays party tunes in the background.
To promote the activation, Foxy Bingo has partnered with London agency Neverland to launch a fun-filled out-of-home campaign across the Newcastle-wide area featuring the be-mulleted star of Dirty Gertie’s Salon. Iconic locations throughout the city will also be turned purple and orange through ‘eye-catching’ projection in the run-up to the launch.
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“The Get Your Fox On campaign marked the start of an exciting new identity for Foxy Bingo. We are so excited to take it to the next level with Dirty Gertie’s Mullet Salon,” Foxy Bingo head of brand, Sara Jolly said.
“The activation aims to bring the Foxy mullet to the masses in a playful way, and the mullet-only salon truly embodies the ‘wacky, fun and friendly’ spirit of Foxy Bingo which continues to set Foxy apart from other brands in the Bingo sphere.”
Alongside a social media partnership with Snap to create a one-off ‘Foxy Mullet Filter’, a competition will be launched across Twitter and Instagram to find ‘the foxiest mullet in the UK’, with the winner taking home £2,023. Media planning and buying was handled by the7stars.
The salon will be located at 15 High Bridge, NE11 EW, open from 10am – 5pm.
