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888 Ladies

Cancer Research UK - Race For Life


  • On Campus
  • Publications
  • Brand Ambassadors & Staffing
  • Experiential & Events
  • Sampling & Flyering
  • Strategy & Concepts


  • All Youth

The Client

888Ladies is one of the UK’s leading online gambling companies with a range of games, but most notably known for online Bingo.

What We Did

British American Experience was asked to manage 888 Ladies presence at Race for Life in Manchester. Not our usual remit, but it would have been rude to say no!

This activity was created to give the runners and attendees of Race for Life in Manchester a positive experience, a souvenir of the day and increased brand awareness of 888 Ladies Bingo – there was also the small matter of kicking cancer’s butt!

This activity had several elements including a branded photo booth, branded set items and distribution of promotional items.

Visitors at Race for Life got free 888 Ladies branded photos as a souvenir of the day.

Ashley Robert from the Pussy Cat Dolls lent her face to the campaign and spearheaded the “we have the balls to kick cancer’s butt” movement.

The whole activity was filmed and edited into a 2 minutes video.

Why It Rocked

33,829 views on the Ashley Roberts promotional video (also still counting).

2500 promotional items distributed.

468 free photos.

3000 direct interactions with a further 12,000 passive interactions.

  • Joerg Stampler | Senior Product Manager | L'Oréal

    It is a pleasure working with The Student Guide, a very proactive and flexible company who understands the values and target audience of a brand quickly

  • Dasha Matyskina | Adobe / Torpedo Group

    The British American Group have helped us get the latest Adobe campaigns in front of the student market on numerous occasions through solus email campaigns.They are quick and easy to work with and offer flexible targeting options and strong rates in the industry. We look forward to our future endeavours with the team.

  • Lupita Ayala | Deputy Director | Mexico Tourism Board

    The Gap Year Travel Guide is the perfect way of communication with the 18-25 market in the UK. Our advert within the Guide has drastically increased tourism to Mexico.

  • Blagoy Klimov
    Blagoy Klimov PhD | Head of International Affairs and Projects Office | Varna Free University - Bulgaria

    Out of all our international contacts, BA definitely sets the standard for great communication skills, friendliness, personal touch (which is quite hard to keep in the corporate world) and young spirit. Keep up the good work! Happy to have you as partners.

  • Tim Roberts | Marketing Manager - Growth Products | Direct Line Group
    We worked with BA Media on some targeted advertising via their UK Graduate guide for our Backpacker Insurance policy and then later via their UK Student Guide to promote our Travel Insurance and the perils of not having adequate Travel Insurance.  We found BA Media a pleasure to work with; they kept us up to date with deadlines and were extremely efficient.  I would recommend anyone who deals with people in their markets to use them for their advertising.

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