PLAY ON THE WAY
Client: AdmCom Agency
Brand: Casinò Campione d'Italia
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
ADCI AWARDS 2012 ITALIAN ART DIRECTION CLUBADVERTISING / UNCONTENTIONALBRONZE