Keno Plays Around With New Brand Refresh To Make Good Times Great

Keno Plays Around With New Brand Refresh To Make Good Times Great
Rebecca Ludbrook
By Rebecca Ludbrook
SHARE
THIS



The Keno brand has re-launched with a massive campaign push which promises to make good times great.

The new Keno Let’s Play! campaign brings to life its new brand promise with a transformed identity, new television and radio executions and a new customer experience which will roll out across all touch points.

The refreshed Keno identity was created by Cowan Design and will be updated across Keno’s 3,600 venues during 2015.

Backed by an integrated media campaign created by agency Shannon & Co, the campaign launched last night on Victorian television. The campaign will progressively launch in NSW and Queensland markets over the coming months.

Using the hit ‘I gotta feeling’ by The Black Eyed Peas, Shannon & Co has created an entertaining and exciting communication platform for the brand that extends to radio and digital. Strong retail messages of ‘$1 could win you $1 million’ and ‘play for instant cash wins’ are further supported by an outdoor execution.

General manager marketing, Claire Murphy, said: “This brand transformation and campaign really invites people to think about Keno differently, turning Keno into a talked about part of a fun night out.

“It is designed to engage new and lapsed customers and excite our current Keno players, all with the aim of long term growth.”

Creative director, Ant Shannon, said: “Sociability is so important to making Keno grow.

“Our ‘Let’s Play!’ campaign shows how Keno adds to the buzz of a fun time, and this enjoyment reward is captured with memorable enthusiasm.”

Keno is a high-frequency social lottery style game with a game every three minutes. Twenty numbers are drawn from the 80 available on the Keno game grid. Players need to match the numbers they play to the numbers drawn for the chance to win over $1 million for just $1.

Credits

Brand: Cowan Design

Creative: Shannon & Co

Digital Creative: Hard Hat

Media: OMD

Performance digital: Atomic 212

Please login with linkedin to comment

Clemenger BBDO Sydney Great Barrier Reef Moschino

Latest News

Are Media Study: Beauty Influencers Remain Strong With Gen Zs But Sampling Is King
  • Marketing

Are Media Study: Beauty Influencers Remain Strong With Gen Zs But Sampling Is King

Influencers are a key factor in helping Generation Z make beauty purchases, but their influential power drops when it comes to all other women, Are Media’s first BEAUTYVOICES consumer survey has revealed. Sampling beauty products is the most successful form of marketing likely to drive purchase for all women aged 18 to 74, followed by […]

Chris Howatson’s Next Move Revealed
  • Advertising

Chris Howatson’s Next Move Revealed

B&T can confirm departing CHEP CEO Chris Howatson's next move here. Not that he's actually confirmed it to us.

Recommended

by B&T Magazine

B&T Magazine
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
  • Campaigns

Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead

New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
  • Campaigns

Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency

The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
  • Campaigns

MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign

In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
  • Media

Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast

Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]