The fascination of casinos rethought.
Challenge
Casinos Austria offers a world full of excitement, pleasure and tingling moments of happiness. To summarize: An exciting leisure offer that should not only be visited on special occasions. A modern, Austria-wide 360° campaign was to dispel the prejudices of prospective customers and position the casino as a relevant entertainment program in order to increase visitor frequency at the 12 locations. The challenge: a campaign concept for different target groups with different characteristics, values and life situations.
Authentic people, tangible emotions and real employees
Solution
Casinos Austria is thus laying the foundation for a contemporary repositioning that will modernize and sustainably rejuvenate the brand.
In order to show the diverse gaming experience as authentically as possible, the shoot was carried out with partners PPM Filmproduktion and PPM Foto (Philipp Schönauer, Julie Brass) in the casinos in Graz and Vienna and a smart casual look was chosen for the actors' styling. Nowadays, a stylish appearance has many facets and it doesn't always have to be a cocktail dress or a suit, which is why Casinos Austria is moving with the times and now also welcomes its guests in this look.
The campaign was staged with broad appeal using a variety of subjects and commercials in TV, cinema, online, radio, social media, at the POS and on Casinos Austria's website, which has also been redesigned. The specially composed campaign song "Alive" by "The Spades featuring Bad Owl" can also be heard on Spotify and YouTube.
"In our new campaign, it was particularly important to us to portray the unique casino experience as authentically as possible. That's why we decided to no longer present our casino world as a mystical theater stage of happiness."
Head of Marketing Communication
Casinos Austria
"In recent years in particular, real, shareable experiences have become much more important. Experiences are the new status symbols, because they mean emotions. And emotions are what people are looking for when they visit a casino."
Wien Nord Serviceplan
Key Takeaways
#1
Cross-channel modernization of the brand presence
#2
Focus on the fascination of the game and the emotions associated with it
#3
Produced in real locations with real emotions
