LeoVegas, an online betting firm, has unveiled the ‘LeoUniverse’ marketing campaign, which features a fictional Chief Entertainment Officer named ‘Leo,’ who will ‘work’ at the company’s headquarters.
The new marketing model will establish a single engagement approach that is compatible across all countries, and it will be unveiled in the first quarter of 2021 with localised variations.
Best customer experience
According to Sarah Krusell, Marketing Production Director at LeoVegas: “Offering the best customer experience starts with our marketing.”
“With this new concept, we invite our customers to a completely new ‘LeoUniverse’, a world filled with entertainment, excitement, and humour. We will get to know several new characters but also meet familiar faces from our most popular games.”
Uncle Grey, a Copenhagen-based advertisement firm, collaborated on the creation and production of LeoUniverse.
New global creative concept
Lars Samuelsen, Creative Chairman of Uncle Grey said: “Working to develop the new global creative concept for LeoVegas it became clear that the heart of their offering is highly aligned with the entertainment industry. And obviously, their brand universe should be an extension of that feeling.”
The campaign will support LeoVegas as a responsible brand that provides content in a healthy gaming atmosphere across all digital platforms, networks, and industries.
Krusell continued: “Our industry has historically not maintained a high enough level when it comes to advertising and marketing. Instead of being the loudest, we hope to now be able to introduce a concept that people actually appreciate and find entertaining. With more relevant content, we can responsibly build an entertaining brand.”
The first broadcasts would be on Danish and Swedish television, supplemented by internet promotions with a broader presence.