Tabcorp launches new ‘Let’s Play’ integrated brand campaign for Keno via Shannon & Co

The Keno brand has re-launched with a massive campaign push, which promises to make good times great.

Backed by an integrated media campaign created by agency Shannon & Co, the new Keno Let’s Play! campaign brings to life its new brand promise with a transformed identity, new television, outdoor and radio executions and a new customer experience which will roll out across all touch points.

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The refreshed Keno identity was created by Cowan Design and will be updated across Keno’s 3,600 venues during 2015.

Using the hit ‘I gotta feeling’ by The Black Eyed Peas, Shannon & Co has created an entertaining and exciting communication platform for the brand that extends to radio and digital. Strong retail messages of ‘$1 could win you $1 million’ and ‘play for instant cash wins’ are supported across the campaign.

Says Clair Murphy, general manager marketing: “This brand transformation and campaign really invites people to think about Keno differently, turning Keno into a talked about part of a fun night out. It is designed to engage new and lapsed customers and excite our current Keno players, all with the aim of long term growth.”

Says Ant Shannon, creative director, Shannon & Co: “Sociability is important to making Keno grow. Our ‘Let’s Play!’ campaign shows how Keno adds to the buzz of having had a great time, and it’s captured with memorable enthusiasm.”

Keno is a high-frequency social lottery style game with a game every three minutes. 20 numbers are drawn from the 80 available on the Keno game grid. Players need to match the numbers they play to the numbers drawn for the chance to win over $1 million for just $1.

Creative: Shannon & Co

Performance digital: Atomic 212