CHALLENGE

Casumo, a Swedish unorthodox online casino brand, faced the challenge of low recognition among UK online casino players. The brand's distinctiveness was not well-known within this audience, requiring a unique approach to increase awareness.

INSIGHT

Casumo's appeal lies in catering to those seeking unconventional experiences. Analyzing big data revealed a potential untapped audience of passionate online casino players in the UK, particularly in the Midlands, North, and Scotland regions, who are receptive to unorthodox offerings.

SOLUTION

To address this challenge, Casumo devised a strategic solution that combined influencers and unorthodox games through a documentary-style content series called 'Play Absurd'. By collaborating with social media influencers, Casumo aimed to uncover lesser-known games from across the UK. The series challenged each influencer to immerse themselves in activities like Bog Snorkelling, Lawn Mower Racing, and Gurning, highlighting the concept that embracing the unorthodox brings people together and leads to more enjoyable experiences. This campaign, while spotlighting unconventional pastimes, also conveyed the message that playing absurdly leads to enhanced fun, encouraging the audience to try Casumo for themselves.