‘Play on the way’

Outdoor Asia - - Front Page -

The Cas­inó Cam­pi­one d’Italia stands out for its fun­based ap­proach to the world of gam­ing. 50 taxis in Como, the near­est city to Cam­pi­one, are turned into mo­bile roulette wheels, com­plete with ball. Be­fore start­ing, the cus­tomer lays a stake and tells the taxi-driver. When they reach their des­ti­na­tion, if the cus­tomer has won they are given free ad­mis­sion to the Cas­inó and a din­ner at one of its restau­rants, and if they lose, free ad­mis­sion to the Cas­inó only. This cam­paign re­sulted in a 20% in­crease in brand eq­uity, 14% in­crease in Casino ad­mis­sion, and 9% ad­mis­sions of peo­ple who had never been to a casino be­fore. The agency be­hind this cam­paign is Ad­mCom, Italy

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