Online Casino 888.com Big Idea
16th November, 2007
Just couple of days ago 888.com casino announced their new exciting project of providing their services to the customers of the four major airlines. Today the new advertising campaign has been released by this dynamic online casino, the focus of which is to invite UK gamblers to "enjoy the game".
This promotional campaign is a first step that towards expanding into the business of entertainment rather than just online casino gambling business. It has to be said that since the huge hit to the online gambling industry in 2006, caused by the introduction of the Unlawful Internet Enforcement Act, that made it illegal to have any transactions to or from American citizens, 888.com online casino has been incredibly inventive in rebranding, expanding and moving away from the danger zone of relying solely on online gambling revenues. The market has always been incredibly saturated, but after the biggest customer base most online casinos relied on became inaccessible, the competition between the online companies is ever more intense and fierce.
Online casinos are trying their best to get a good position within their competitors, offering “best bonuses and promotions” nationally, but as the UK laws started getting tighter as well, the market seems less and less promising on its own.
888.com seems to have clicked on to that some time ago, as this execution can only be a beginning of long term plan of rebranding, repositioning and creating a unique selling image in order to move away from the mass appeal and the crazy online competition.
This is what Chief Marketing Officer for 888.com, Jon Sumroy, had to say about the campaign: “The campaign is groundbreaking, innovative and really differentiates 888.com from our competitors. 888.com is all about letting its members, 'enjoy the game' and by letting people play with the advertising we are really emphasizing this."
The big idea portrayed in the campaign is that live is one big game, which in itself represents the effort to widen up the appeal of the brand. 888.com are planning to create their own game, using the same media, which is already more than the online casino traditionally offers. The ad will be aired in UK, Germany, Austria and many other countries, suggesting a standardized global approach the company has chosen.
888.com made this statement: “This campaign will start their journey to becoming one of the world's leading entertainment companies."
