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Award-winning online casino, Mr Green, is launching its first UK advertising campaign, in order to connect with new players and generate awareness in the UK market. The activity is supported by a multi-signal search strategy.

The new push, which stars the brand’s hero, Mr Green, comprises a series of TV spots created by creative agency Duke & Earl, and a digital display campaign created by global marketing and technology agency LBi. This will be supported by content-led multi-signal search activity, also developed and executed by LBi.

Mr Green is a debonair, charismatic and stylish gentleman, who dresses in green from head to toe, and the campaign positions him as an enabler of escape and adventure, placing him in multiple, fantastical contexts that represent the variety of entertaining games found on the site.

The movement through the environments in the TV ads suggests the turn of a roulette wheel, and the voice-over narrative, like the roll of a dice, suggests a game of chance, offering a multitude of worlds to escape to.

Viewers are invited to visit Mr Green, join and double their first deposit up to £250 and 20 Free Spins across various games

The TV spots, which were directed by Dom Sykes, will run on channels including Channel 4, Five, ITV, Sky Media and Discovery. Display advertising will appear on sites including ITV Player, Demand 5, 4OD, The Sun and Yahoo.

This advertising activity is supported by a creative, content-driven multi-signal search strategy, developed by LBi. The strategy harnesses bought, owned and earned media through the creation and distribution of a range of engaging and sharable editorial content.

Multi-signal search content includes a “What your shoes say about you” infographic, a quiz which tests your eye for quality by inviting you to identify the most expensive item from a series of luxury goods, and a guide to green fashion. The content will be distributed via blogger outreach to fashion, lifestyle and technology blogs, as well as on social channels including Polyvore, Pinterest, Facebook and Twitter.

The recent changes to Google’s algorithm mean that search rankings are now dependent on multiple signals, including content, social shares or “likes”, links and much more. It is more important than ever for brands to create relevant, shareable content, in order to amplify the signals which Google uses to rank web pages.

Mike Leys, UK Country Manager at Mr Green, commented: “Duke & Earl and LBi have created a campaign which captures the integrity and sophistication of the Mr Green brand. We believe it will give us real standout in the competitive online gaming market.”

Dom Sykes - Head of Broadcast Creative at Duke & Earl, commented: “The idea of ‘Where will Mr Green take you today?’ is designed to connect with the audience through the idea of escape – we wanted to create a visually rich and tempting ‘entertainment playground’ with Mr Green as the central figure, the enabler of great entertainment.

The idea was to create a strong, visually sophisticated brand environment that reinforces the communication with clear incentives. The creative provides a delivery that, unlike other online casino brands creates a strong personality and provides a memorable and entertaining series of ads that have cut through and longevity.”

Gav Gordon-Rogers – Creative Director at LBi, said: “The online casino sector has become fiercely competitive in recent years, and relying solely on traditional search techniques is no longer an effective strategy.

“Our multi-signal search approach is about joining the dots between bought, owned and earned media through the generation and distribution of high-quality content. We’re confident this activity will engage the right sort of people.”

Published on: 10:20AM on 1st March 2013