Svenska Spel is launching their first online casino and we are proud to have worked closely with them to create a launch campaign (extra)ordinaire.

National gambling and betting company Svenska Spel has, after the re-regulation of the Swedish gambling market 1st of January 2019, launched it’s first online casino. The casino offers a safer and more secure casino experience compared to its competitors; a benefit that needed to be highlighted in the launch campaign.

In an ever-crowded online casino market, the Swedes have during many years gotten used to advertising from gambling companies trying to get their attention with flashing lights and sounds while promising huge jackpots, bonuses and cash backs. For Svenska Spel’s casino, the strategy was to do the exact opposite.

- When everybody else is screaming, one must dare to stand out and be low-key – that was the basis for our campaign. At the same time we didn’t want to hide the fact that we are advertising an online casino. In a highly debated industry I am glad that we work together with a client that has sound values and that does not want to promise life-changing wins or an escape to a magical world. Focus is instead on translating the casino experience to the small wins in our everyday lives, says Klas Lusth Executive Creative Director at Perfect Fools

The campaign goes live today.