Play On The Way
- Brand
- Casinó Campione
- Year
- 2011
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Other
- Platform
- Installation
- Agency
- Admcom
Objective
Casinò di Campione d'Italia sits in an enclave that visitors have to make a deliberate trip to reach, so the brand needed a reason for people in nearby Como to make that trip. Turning the ride itself into the pitch let the casino reach potential guests before they ever arrived.
Solution
The game starts the moment a rider gets into one of 50 taxis in Como: mounted in the cab is a real roulette wheel with a spinning ball. Before the car pulls away, the passenger places a money bet and tells the driver their number. The wheel is spun, and as the ride continues toward Campione, the bet is riding along with it. By the time the taxi reaches the casino, the result is in — a win pays out free entry plus dinner at one of the casino's restaurants, while a loss still means free entry, so every passenger steps out of the cab with a way into the casino.
- 1
The player boards one of 50 Como taxis fitted out for the campaign, each with a real roulette wheel and ball built into the cab.
- 2
Before the ride starts, the player places a cash bet and tells it to the driver.
- 3
The wheel plays out the bet over the course of the ride to the destination.
- 4
On arrival the player learns the result: a win earns free casino entry plus dinner at one of its restaurants, a loss still earns free casino entry.
