SBC News Voice of the Sports Betting Industry
Online betting operator LeoVegas has launched its ‘LeoUniverse’ marketing campaign, introducing the fictitious Chief Entertainment Officer, ‘Leo,’ who will ‘work’ at the company’s headquarters.
The new commercial concept will create a unified communication strategy consistent across all markets, and will be launched with localised adaptations during the first quarter of 2021.
Sarah Krusell, Marketing Production Director at LeoVegas, explained ”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.”
LeoUniverse was developed and produced in cooperation with Uncle Grey, an advertising agency based in Copenhagen.
”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”, added Lars Samuelsen, Creative Chairman of Uncle Grey.
The campaign will be launched across all media formats, channels and sectors, and will promote LeoVegas as a responsible brand that offers entertainment in a safe gaming environment.
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.”
Initially broadcasts will take place on Danish and Swedish television, followed up by wider reaching digital campaigns.
