When you’re running a business like Casino.net, you cannot count on lady luck. There’s just too many players. To win, you must stand out.
THE PROJECT
To develop and execute a new CVI, payoff, and a global ad campaign to put Casino.net back to being a powerful, agile leader in the online gambling space.
I was tasked with developing a marketing strategy that leverages Casino.net competitor’s shortcomings. My in-depth competitor analysis revealed that most online casinos are overly aggressive. They use vulgar language and talk down to their customers.
We chose a different path, one that treats each player as a partner of Casino.net, rather than a cash cow. By placing the target audience at the centre of the brand story, we humanised Casino.net, making it more customer-centric.