K E N O B R A N D C A M P A I G N

CELEBRATING SOCIAL CONNECTION

IN A MARKET FULL OF IN-VENUE GAMBLING ENTERTAINMENT OPTIONS, KENO IS LOSING RELEVANCE.

Keno is generally a third-tier choice, often

forgotten at the back of the venue. Its ability to

compete for attention, share of wallet and new

players has become significantly challenged.

Both Retail performance and Brand

metrics are indicating that something

different needs to be done.

A MARKETING-LED SOLUTION

A strong visual device will

connect the upper funnel comms

with in-venue assets to not only

ensure that Keno gets noticed,

but remembered and acted upon.

Our latest campaign will activate

infrequent players and get them

to re-engage with the game.

…to target the

infrequent player,

delivering entertaining

branded content

across new media

channels and formats.

A BOLD NEW advertising

campaign has

been created…

I N T R O D U C I N G T H E K E N O

A LOVEABLE EYE-CATCHING CHARACTER

THAT BRINGS EVERYBODY TOGETHER FOR A GAME OF KENO

Our new Keno ambassador

is the personification of

our Keno social organizer.

The person in every group

who takes responsibility

for initiating game play,

collecting everybody’s

numbers and money,

filling out the card.

Our Keno Kraken is

well spoken, likeable

and charismatic. No

matter who he is with,

he fits in and is the life

of the party. He is the

ultimate social

connector.

WITH HIGH SPENDING CATEGORY COMPETITORS, WE NEEDED

AN IDEA THAT WOULD PUNCH ABOVE ITS WEIGHT

WHAT IT IS

A marketing campaign designed to get

the attention of infrequent Keno players

A content campaign intentionally

designed to create conversation

A comms vehicle to deliver multiple

messages for Keno under a single

identifiable brand asset

A motivational spur to encourage a

change of behaviour

A reminder that for Keno, the fun is in

playing not winning

WHAT IT ISN’T

Not a brand relaunch

Brand essence remains

‘Good times great’

Tagline remains ‘Let’s Play’

Not a TV campaign. Content has been

made specifically for the small screen.

Ie Digital video, pre-roll

A BOLD CAMPAIGN GROUNDED IN

ADVERTISING THEORY

Built on a motivational spur of

Modelling, we have developed

a campaign that shows players

the behaviours we

want them to imitate

during their venue visit

The fun in

picking numbers

Money in

the middle

Playing whilst

waiting for food

Playing whilst

watching sport

MO

TIV

AT

ION

EASE

THAT DELIVERS TO EVERY ELEMENT

OF OUR CREATIVE CHECKSLIST

Distinctive visual

Entertaining

Brings to life connection/

social

Works for both

audience segments

Long-term potential Stretch

across occasion

Strongly branded

Online video, OOH and Digital Display allow us to

speak to both segments, whilst at the same time

deliver customised messages based on

playing motivations.

THE CAMPAIGN USES NEW MEDIA

TO DELIVER ENTERTAINING AND MEMORABLE CONTENT

TV, Video and

OOH connect both

audiences as engaged

awareness channels

Engaged Awareness Channels

Spontaneous Occasionals

Television

Online Video

Search

Display

Retail Outdoor

In-Store

YouTube

Mobile

Engaged Awareness Channels

Win Chasers

Television

Search

Display

Bar/Pub Advetising

Online Video

YouTube

Mobile

Retail Outdoor

A STRONG VISUAL DEVICE

CONNECTS UPPER FUNNEL AND IN-VENUE COMMS

AND IS EXECUTABLE

ACROSS ALL OUR KENO TOUCH POINTS

IN VENUE

KDS

15 sec

animations Keno Touch

Epos, N’Life

3x executions

Printed POS

A6 tent + large items

Keno.com

Microsite

BackstoryVideos x 5How to play

Social

Facebook + Insta stories

Catch up TV

15 sec pre-roll

Web based PPV

15 sec pre-roll

YouTube

15’ pre-roll6’ bumpers

VDX UNIT

OWNED ASSETS

DIGITAL VIDEO

Launch email

Meet Ken + videos

CRM

Launch email

Meet Ken, key messages + videos

TRADE COMMS

Banners In Skin

DIGITAL DISPLAY

Maxi BusLarge Format Outdoor

Bus SidesStreet Furniture

OOH

Facebook

15’ pre-roll

Snapchat

15’ video

PAID SOCIAL

The campaign

has three key

objectives

and success will be

measured by

both financial

and brand

health metrics

Increase spontaneous

Awareness from 33% to 40+%

Increase the participation of

Infrequent Keno players as

measured by an increase in retail

ticket count from 104.8m to 106m

Arrest the decline

in Retail turnover

B E T T E R G E T