The Casinó 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 Casinó and a dinner at one of its restaurants, and if they lose, free admission to the Casinó only. Communication goals and strategies To raise awareness of the Casinó Campione d’Italia brand by customizing in an unconventional manner the Como Taxi Consortium taxi fleet. To create a level of engagement between the passenger and the taxi-driver. To increase the number of admissions to the Casinó. More than simply raising local awareness, which is already considerable, this initiative recorded an increase in brand approval of 30%. This campaign has succeeded not only in enhancing brand equity, but also in significantly increasing admissions and attracting a considerable number of first time customers.
Advertising Agency: AdmCom (Bologna, Italy) Creative Director: Manuel Dall’Olio, Mirella Valentini, Massimo Valeri Art Director: Manuel Dall’Olio Copywriter: Enrica Gissi Strategic planner: Gianluca Boninsegna Account: Emiliana Palazzi Post produzione: Alessandra Bigatti Year: December 2011