‘Play on the way’

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