We have come to play
Casumo is a leading European online casino that wanted to enter Spain. Its biggest threat was a very large and undifferentiated competition, as well as an increasingly strict regulatory framework.
What distinguishes Casumo is its “friendly” and casual attitude. That’s why we looked for a brand claim and a campaign that would break with the codes and conventions of the sector, and that would connect with the audience through humor.
In the season 18/19, 19 of the 20 first division soccer teams in Spain had agreements with online gambling operators.
As a brand claim, we chose a phrase from popular culture that reflects Casumo’s character very well: “We have come to play”. And instead of associating us with soccer, we recovered a much more surprising athlete: José Gómez, the mythical “petanque boy” who went viral in 2010.
As a teaser for the campaign, we opened a Twitter account for José. In just 3 days and in a totally organic way, we became the topic of the moment, attracting the attention of the public and the media alike.
And to attract the attention of profiles as diverse as La Resistencia, Julia en la Onda, Deportes Cuatro, Marca, The Huffington Post, Gabriel Rufián or Forocoches.