The British Columbia Lottery Corporation is looking to draw casual players back into casinos, after the COVID-19 pandemic prevented many of them from returning.
The BCLC’s new “Play Together” campaign for Casinos BC pitches the casino as a place where people can reconnect with friends and make memories. It includes a 30-second ad for TV and cinema, and a 60-second digital version, along with multiple shorter stories, all showing the same group of friends who meet regularly at their local casino throughout 20 years. The campaign uses retro visual treatments, fashion and music to connect with its target audience of people between the ages of 35 and 57.
“As a business we are focused on reactivating light and casual casino players who have not returned to the casino since the COVID pandemic began,” says BCLC senior specialist, brand and advertising Lisa Forson.
“This group of players are critical to the casino experience and environment. The Casinos BC campaign specifically targets this important group, and the goal is to drive visitation from this group and encourage them to visit the casino again.”
The campaign was rolled out on TV, cinema, online video, banners, OOH, social media, and across BCLC-owned channels, with more than 180 pieces of digital-first creative content used. The campaign is scheduled to run in B.C. for 24 weeks until March.
Pound & Grain is the creative agency behind the campaign, with Cossette handling media.
The creative was inspired by Pound & Grain’s findings that many casual casino-goers stuck with the new habits and interests they developed during the pandemic, even as COVID restrictions lifted. So Pound & Grain’s goal with the campaign was to highlight the in-person connections that can be found at casinos.
“We wanted to reframe what an experience at the casino means to our audience,” says Pound & Grain partner and creative director Graham MacInnes.
“For us, knowing that good friends know all your stories, and best friends have lived them with you made the casino the place where you can come back to again and again to connect with each other over time to celebrate those important life moments and play together.”