Hasta La Creative!

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 Production: Alessandra Bigatti