98% Payback

Objective

Stepping into the lead role for Maria Casino's 98% payback guarantee campaign, my mission was to connect with players on a personal level, effectively communicating this offer while navigating diverse markets and adhering to responsible gaming guidelines.

Solution

To humanise the campaign, I proposed the inclusion of real player profiles and interviews, aligning with the campaign's objectives. Drawing quotes from these interviews, we explored players' dreams if they struck it big. The campaign resonated so well across markets that it expanded beyond the initial scope, making its mark both online and offline, in social media stories, posts, OOH, landing pages and onsite materials.

My responsibilities

• Crafting compelling concepts and visual designs
• Conducting market research to understand player perspectives
• Curating mood boards to set the campaign's emotional tone
• Presenting to stakeholders, ensuring alignment with objectives
• Hands-on product design to bring concepts to life
• Overseeing the entire production process for consistency
• Developing wireframes for a seamless user experience