Holland Casino: Tramroulette [image] 2

Credits & Description:

Title: Tramroulette
Agency: Tbwa\Neboko
Brand: Holland Casino
Country: The Netherlands
Entrant Company: Tbwa\Neboko, Amsterdam
Advertising Agency: Tbwa\Neboko, Amsterdam
Production Company: Tbwa\Neboko, Amsterdam
Creative Director: Bas Engels (Tbwa\Neboko)
Creative Director: Sander Volleman (Tbwa\Neboko)
Designer: Sophia Strydom (Tbwa\Neboko)
Production Company: Vidiboko (Tbwa\Neboko)
Production Company: Jcdecaux (Jcdecaux)
Director Vidiboko: Niels De Kuiper (Tbwa\Neboko)
Sound Studio: Amp.Amsterdam (Amp.Amsterdam)
Music: Darius Dante (Tbwa\Neboko)
Group Account Director: Robert Slot (Tbwa\Neboko)
Social Media Specialist: Roderick Prince (Tbwa\Neboko)
Data Analist: Gert-Jan Brookman (Tbwa\Neboko)
Editor: Frits-Jan Smit (Tbwa\Neboko)
Content Producer: Quintin Baker (Tbwa\Neboko)
Editor: Wouter Koomen (Tbwa\Neboko)
Dop Lighting Cameraman: Pieter Colombijn (Pieter Colombijn)
Dop Lighting Cameraman: Mink Pinster (Millk)
Editor: Danny Verduyn Lunel (Tbwa\Neboko)
Sr. Communications Advisor: Jeroen Otten (Holland Casino)
Chief Creative Officer: Darre Van Dijk (Tbwa\Neboko)
Manager Brand Strategy & Campaigns: Joost Rombout (Holland Casino)
Digital Campaign Architect: Marco Kicken (Holland Casino)
Junior Social Marketeer: Liselotte Staal (Holland Casino)
Business Director: Marianne Herweijer (Tbwa\Neboko)
Relevancy:
For this campaign media was planned and deployed in a creative ‘storydoing’ way. Outdoor and tram advertising combined with live activation turned into a casino experience that was broadcasted through Facebook Live, where fans could watch and play along with the game.
Synopsis:
Truly proving their belief there’s a player in everyone enhances the positioning of Holland Casino as the only genuine casino. This is especially important in the Dutch gambling market that faces increased liberalization. That’s why, next to classic advertising, the brand promise is also activated in one-on-one, real-time experiences, bringing the brand closer to people’s everyday lives.
Strategy:
In short, the aim of the brand is to awake the player inside all of us - a wide target audience, consisting of every Dutchman aged 18 to well over 65. When you realize the excitement of play, you’re more open and likely to visit Holland Casino. The Holland Casino advertising strategy revolves around those more or less conscious yet recognizable moments one wages a bet on something in everyday life. This specific campaign was meant to take this notion into real-life and have people interact with it.
Campaign Description:
We all bet on the strangest little things, whether consciously or unconsciously. Like when you’re waiting for the tram to arrive. Chances are you’ll position yourself on the spot you’d expect the doors of the tram to stop. And when they do, this small victory gives you a moment of joy. Turning that feeling into a real-life Holland Casino experience is a great way to prove their belief that there’s a player in everyone. And to get the Holland Casino message across on a personal, one-on-one level - both in real life ánd on Facebook Live. Exactly what Tram Roulette did.
Outcome:
On the streets, hundreds of people played along that day. Yet on top of that, the Facebook Live streams reached twice the number of people in the Holland Casino fan base and thousands of people played along there. Really high considering this was purely organic, thus not paid for. It was the best scoring social media activity for Holland Casino ever. The best result was the positive sentiment that indicates this paid off in positioning Holland Casino as the only true casino.
Execution:
For one day, a busy Amsterdam tram stop was transformed into a real-life roulette strip. We announced the event on Facebook shortly before. On the day itself, each round of play the roulette ball was positioned on another spot on the tram. Passers-by were guided and awarded prizes on the spot by real Holland Casino croupiers. Meanwhile we broadcasted the event on Facebook Live, where the ‘community croupier’ activated and guided online viewers to play along in real-time in the comments. We wrapped up the campaign with an after movie on Facebook. This way, an ordinary tram stop converted into a pop-up casino, also became outdoor advertising transformed into a interactive, real-time, cross channel casino experience.