With a limited budget and a limited time frame, we had to develop a Christmas campaign that would generate online buzz around Grosvenor Casinos’ ‘Call of the Wild’
Christmas campaign, help secure Christmas bookings across the 53 UK casinos and drive consumers to its Sportsbook online betting site.
Grosvenor Casinos’ target audience is 25-45YO men and women who want exciting entertainment on their nights out. The campaign idea needed to resonate with consumers, and needed to be extraordinary enough that they would share with their peers and want to learn more about the brand behind the activitation.
We organised a one-day stunt in a high-traffic area – Call Of The Wild – at London Waterloo – to build hype, drive recruitment and brand advocacy.
We took the most recognisable painting from C. M. Coolidge of the Dogs Playing Poker series (an iconic painting which humanised dogs) and replaced them with Grosvenor Casinos’ Call Of The Wild POS involving a stag, artic fox, she-wolf, polar bear and a husky. Branding was subtle, just a Grosvenor Casinos logo on the Poker table, to not turn consumers off.
We issued a photo call to all media and invited influencers to come capture shots first thing, share with their followers and invite them down. Promotional teams talked about Grosvenor Casinos’ Christmas offering and handed out ‘free bet’ vouchers to drive consumers to Sportsbook.
Our first objective was to generate online buzz around Grosvenor
Casinos’ Call Of The Wild Christmas campaign, as a result of the stunt:
Total mentions of #callofthewild: 402
Total reach: 3 million consumers
Our second objective was to help secure Christmas bookings across Grosvenor’s 53 UK casinos, as a result of the stunt:
95% capacity rate for Christmas bookings across the 53 casinos
Our third objective was to drive consumers to Grosvenor Casinos’ Sportbook online betting site, as a result of the stunt:
100% increase on Sportbook bets in the week following the stunt
As a result, we were shortlisted for a SABRE Award for Stunt of the Year.
