The British Columbia Lottery Corporation (BCLC), in partnership with Taxi Vancouver, wants you look twice at their new campaign that hopes to change how customers view the casino.
At first glance, the bus shelter advertisement looks like a microphone, but a second glance shows a line of forks. A simple bowl of noodles proves to be a football. A lobster is actually a performer with their arms raised. “Get more than you were looking for,” states the tagline on each ad.
“We wanted to reach out to a totally new target,” said Matt Bielby, creative director at Taxi, following BCLC’s decision to broaden its target market (its most recent service plan notes that it plans on “creating vibrant and engaging entertainment”).
The goal is to attract infrequent visitors who don’t necessarily want to gamble. BCLC wants to generate awareness about what other forms of entertainment are available to those looking for a night out. The ads depict dining options, live televised sports, comedy shows and musical acts.
“It’s about expanding what’s within the local casino,” Bielby says.
Eight B.C. casinos will be using the ads. The mainly out-of-home campaign is supported by radio, cinema spots and digital advertisements. Also, a surprise event (using clues shared via radio and social media) will take place before the end of the month.
