U.S. advertising and design firm 72andSunny has launched the first
international campaign for Gibraltar licensed and Indonesian owned
Mansion gambling group.
The campaign uses six spots for television and web as well as a print
campaign, all introducing the new brand idea: “Welcome to The
Game.” The concept behind the brand is to showcase poker's proud
roots as a game of wits and human competition.
Using the free-play online gaming site Mansion Poker.net to sidestep
US legal complications, the brand is presented around the proposition
that poker is a competitive and sophisticated game.
A second round of ads will specifically promote the Mansion Poker.net
Poker Dome Challenge which the group is backing.
The Challenge is part of Mansion Poker.net's strategy to further popularize
the game (see previous InfoPowa bulletins) and consists of a heavily
publicized, 43-week live-to-tape tournament series on Fox Sports Net
(FSN); it has the world’s best amateur poker players vying for
a $2.2 million series purse in the fastest and most technologically
advanced poker series on television. The show airs on FSN through
March 2007 on Sundays.
72andSunny's campaign consists of six TV spots directed by Antony
Hoffman of @Radical Media, which were shot over four days in Prague
in a luxury casino and in poker rooms created largely from scratch.
The look and feel of the campaign evokes the sophistication of Monte
Carlo or classic Vegas. Each ad plays like a mini film and focuses
on a different insight into the game, and features professional Mansion-sponsored
poker player Erica Schoenberg, with narrations from well-known actor
Dougray Scott, who serves as “the guide.”
The campaign premieres first in the United States on FSN, and will
receive worldwide market exposure across Canada, the U.K., Scandinavia
and other parts of Europe, as well as the Asia Pacific region via
international distribution rights.