A concept for Jackpotjoy Group for their new Vera & John campaign.
The idea behind this concept was to approach gaming and casino campaigning from a different creative point of view to stand out from the tough competition both in Malta and abroad.
The gaming industry in Malta has exploded, and it is tough to stay on top. Most of the companies such as Betsson and Mr Green are targeting the same audiences, using very similar concepts. The USP of Vera & John is not sports betting, but fantasy games, and this campaign’s style captures the essence of such service offering, catching the eye of the audience which is more attracted to that kind of gameplay.
In order to stand out in the overly saturated market, a different approach was required. This is why I opted to depict the spirit of online gambling – the roulette of chance – and also portray both male and female winners. Players play to win, and the special effects and the characters’ expressions and jump for joy makes the sense of success and celebration explode out of the illustration towards the prospective players at which the campaign was aimed.
The big majority of online gaming marketing campaigns focus on the male gender winning in a very realistic setting, using photography and photo manipulation. The female gender is rarely portrayed as a player. This campaign’s aim was to target the female players as winners, and encourage them to interact more with online betting; the lack of female presence in online betting advertising on all channels is one of the reasons for this audience gap.