SuperCasino: Does lack of offer help or harm?
The SuperCasino creative is typical of a casino gaming advert. Throughout the ad, epic music accompanies a very dark almost ‘Batman’ like atmosphere. Set at night, the creative uses a lot of black and red colouring that is symbolic of a roulette wheel.
Casino is all about entertainment, hence the voiceover which begins ‘the day is done, we play tonight’. The ad draws the viewer in with its portrayal of Casino as dangerous, mysterious and fun. The use of both males and females is poignant; unlike sports betting, the casino market is much more 50/50 with regards to their players.
This spot draws a direct response (DR) call to action subliminally as a poetic voice-over repeats ‘tonight’ throughout the spot. Although they want the viewer to play tonight, the ad does not voice URL or specifically tell the viewer to go to SuperCasino.
Surprisingly, there is no offer on this advert. ARM’s extensive research into this marketplace shows that Casino users tend to follow the best offers. With no offer at all, you run the risk of diminishing response rates. That said, this appears to be a brand response ad with a slightly different response strategy using subliminal messaging.
The media strategy focuses on Channel 5, and over 80% of impacts are delivered on the station. Although Big Brother has a significant share of these impacts, it would be interesting to know if this was a strategy or simply natural delivery. It is no doubt that Big Brother makes up a lot of C5’s ratings!
Previous experience in this sector shows that Big Brother is not the most responsive show for the Casino market. Rather, ‘wallpaper’ viewing shows like late night movie repeats and general entertainment are commonly more effective.
When you overspend on terrestrial, you risk not taking advantage of lower rating spots available on other networks. Our ARMalytics technology shows us that BARB is under-reporting viewers, particularly late at night. We would look to invest more in a wider range of stations to boost efficiency in this highly competitive and expensive marketplace.