Casinó In Campione D'Italia: Play On The Way

Objective

Casinó in Campione d'Italia sought to attract visitors to the remote gambling destination by creating an innovative, location-based entertainment experience. The campaign targeted potential casino-goers in Como, the nearest city, using a playful gaming mechanic to drive awareness and visitation.

Solution

The campaign transformed 50 taxis operating in Como into mobile roulette wheels. Passengers placed monetary stakes with their drivers before starting their rides. Upon arrival at their destination, the outcome of the roulette spin determined rewards: winners received free casino admission plus a complimentary dinner at one of the casino's restaurants, while losers received free admission only. The roulette wheel was a complete physical installation within each taxi, creating an immersive ambient advertising experience.