The Casinò Campione d'Italia stands out for its fun-based 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 casino and a dinner at one of its restaurants, and if they lose, free admission to the casino only.
+ 20% brand equity
+14% casinò admission
+9% admission of people who had never been to a casino before