Today sees the launch of McCann Demand’s latest work for online casino, PlayOJO.

The brand, whose ambition is to challenge the industry for a fairer experience for all, was launched only a few years ago but is already making strong inroads into the category.

McCann Demand’s work will introduce new, distinctive brand equities that aim to achieve differentiation in a very cluttered marketplace and centre around the feeling of happiness that being treated fairly brings.

Peter Bennett, head of brand marketing for PlayOJO commented: 

“Our latest integrated campaign reinforces our core brand proposition, that PlayOJO is the fair online casino, which puts players in control of their money. We continue to create a style of advertising that sets us apart from our competitors in a way that we hope will appeal to players across the UK. We are backing this campaign with significant media spend in order to continue to build our brand recognition to help achieve our ambition to become the UKs most recognised online casino brand by 2021”.

Chris Falconer, Managing Director of McCann Demand added:

“When the opportunity to work with a category challenger with such a strong positioning arose, we couldn’t get involved quick enough. We’re proud to be helping PlayOJO create a fairer casino experience for all – and their need to quickly establish new brand equities, alongside response-driven advertising meant it was a big ‘thumbs up’ from us.”

A few weeks in, the campaign has already see a YOY increase in registrations of over 400% and a cost per acquisition reduction of over half. The campaign runs across TV, radio, outdoor and social until the end of the year.