Gala is taking its latest brand campaign, The Joy Effect, beyond television and digital advertising with a new experiential activation that will visit Manchester and Brighton this July.
The travelling installation features a giant interactive button inviting members of the public to “Push for Joy”, triggering a multi-sensory experience complete with lighting, sound and fog effects before rewarding participants with themed giveaways and the chance to enter a holiday prize draw.
Manchester and Brighton Dates Confirmed
The activation launched yesterday in Manchester on Monday, 6 July, before moving to Brighton on Monday, 13 July.
Visitors who press the oversized button will receive a selection of Gala-branded merchandise inspired by research into the small moments that can improve people’s mood. Items include bouquets of flowers, themed posters, and trolley coins, along with other promotional gifts.
Participants will also have the opportunity to enter a competition to win a holiday by signing up to Gala.
Research Highlights Britain’s Everyday Moments of Joy
The campaign is based on research commissioned by Gala, which found that one in three people actively seek out small, unexpected moments of happiness during the working week.
According to the study, seemingly minor events such as finding money in an old pair of jeans, discovering it is Thursday rather than Wednesday, or arriving home just before it starts raining were among the everyday occurrences that respondents said gave them a lift.
The research also identified Monday as the UK’s least favourite day of the week, (no sh*t, Sherlock) with spontaneous positive moments helping to improve people’s mood.
Extending the ‘The Joy Effect’ Campaign
The live activation forms part of Gala’s wider The Joy Effect brand platform, which aims to position the brand around positive everyday experiences rather than solely its gaming products.
By bringing the campaign into public spaces, Gala, one of the UK’s top bingo websites, aims to create an interactive version of the messaging already seen in its above-the-line advertising.
People unable to attend either event can still enter the holiday prize draw through Gala’s website.
Gala on Bringing the Campaign to Life
Sara Jolly, Head of Brand at Gala, said:
“Our research highlighted how people don’t need major milestones to experience joy – it’s often the small, unexpected moments that can have the biggest impact on how they feel. The Joy Effect was built around that insight, and this activation brings it to life in a way that’s immersive, memorable and shareable. By taking the campaign into the real world, we’re creating opportunities for people to experience a little extra joy in their day from Gala.”
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