CAMPAIGN for CASUMO
Marketing gaming in a regulated environment

Challenge

Casumo are an online casino from Finland, who live to Erase Boredom. Their bright brand identity and focus on playful, healthy gambling never fails to raise a smile. 

We needed to increase awareness of their brand in a way that lived and breathed Casumo magic. But due to industry regulations, we could not do this through traditional channels. How could we advertise this online casino in a way that complied with legal standards?

Strategy

Casumo are the enemy of boredom. So we asked Finns what they found most dull in their lives, so we could stamp it out - for good.

The results were rather surprising. According to the Finns themselves, Finland is the most boring country. In the world! So, true to the Casumo brand promise, we just had to do something about it.

We made a site to feed fun content to the Finns - EraseBoredom.com (tuhoatylsyys.com if you’re Finnish) - and we ensured each piece of content transformed Finnish things from dull to darling. In this way, Casumo made Finland a fun place to be once more! 

We created a hub of viral content to erase boredom all over Finland

RESPONSIVE SITE

Tuhotylsyys.com

Everyone needs to laugh. So we made a site to feed fun content to Finns. Tuhotylsyys.com (or Erase Boredom in English) was totally responsive and even showed a Finnish happiness metre. To make the initiative famous, we chose the things Finns found most boring and made content about erasing them - forever.

[unex_ce_button id="content_n1olnlty4,column_content_ftuilnok3" button_text_color="#000000" button_font="semibold" button_font_size="14px" button_width="auto" button_alignment="left" button_text_spacing="0px" button_bg_color="transparent" button_padding="15px 45px 15px 45px" button_border_width="3px" button_border_color="#000000" button_border_radius="50px" button_text_hover_color="#ffffff" button_text_spacing_hover="0px" button_bg_hover_color="#000000" button_border_hover_color="#000000" button_link="http://www.tuhoatylsyys.com" button_link_type="url" button_link_target="_blank" button_video_url="" has_container="" in_column="1" ]View site[/ce_button]

CAMPAIGN CONCEPT

Vanilla Ice calling Finland

Vanilla ice cream was voted Finland’s most boring ice-cream flavour in a consumer survey. In the film, we try to rehabilitate its reputation. So, we set up a Vanilla Ice ”stream” for a group of vanilla hating Finns to raise awareness of the online casino brand Casumo and its brand mission to “erase boredom” in Finland.

[unex_ce_button id="content_bqcn1itmx,column_content_m7690hxmm" button_text_color="#ffffff" button_font="semibold" button_font_size="40px" button_width="auto" button_alignment="center" button_text_spacing="0px" button_bg_color="#7ec7d0" button_padding="20px 25px 20px 25px" button_border_width="0" button_border_color="#7ec7d0" button_border_radius="100%" button_text_hover_color="#333333" button_text_spacing_hover="0px" button_bg_hover_color="#ffffff" button_border_hover_color="#ffffff" button_link="#" button_link_type="url" button_link_target="_blank" button_video_url="https://www.youtube.com/watch?v=jGRtTfufVeY" has_container="" in_column="1" ] ▶[/ce_button]

CAMPAIGN CONCEPT

Epic Banana Flip

Epic Banana Flip is a game designed to raise a smile and position the online casino Casumo as Finland’s top entertainment destination in line with their brand mission: Erase boredom. The game and promotion video take their cue from research which reveals that Finns think bananas are the most boring fruit. So, we’ve ”gathered” all Finland’s bananas together on one website and asked Finns to flip them all to smile.

[unex_ce_button id="content_bqcn1itmx,column_content_xv0w06byu" button_text_color="#ffffff" button_font="semibold" button_font_size="14px" button_width="auto" button_alignment="left" button_text_spacing="0" button_bg_color="transparent" button_padding="15px 45px 15px 45px" button_border_width="3px" button_border_color="#ffffff" button_border_radius="50px" button_text_hover_color="#333333" button_text_spacing_hover="0px" button_bg_hover_color="#ffffff" button_border_hover_color="#ffffff" button_link="http://tuhoatylsyys.com/epicbananaflip/" button_link_type="url" button_link_target="_blank" button_video_url="" has_container="" in_column="1" ]Play Epic Banana Flip[/ce_button]

Results

Casumo were thrilled with our efforts to stamp out boredom across the whole of Finland. We hope the Finns were too.

RESPONSIVE SITE

30 000

unique visitor per month

FACEBOOK PAGE

22 272

followers

FLIPPING BANANAS

131,229

happy bananas

If you’d like similar help with a tricky strategic problem, you can email us at info@perfectfools.com