Keno launches new ‘Fun Money’ brand platform and radio campaign via Clemenger Brisbane

Keno and Clemenger Brisbane have teamed up to launch a new brand platform for the classic in-venue lottery game, encouraging people to spend their winnings in some weird and wonderful ways.

Erin Core, strategy director at Clemenger, said the platform was built out of an insight that money won on Keno is ‘Fun Money’.

Says Core: “Keno wins happen when you’re out having a good time, and they’re generally that bit smaller. So there’s no pressure to pay off the mortgage or spend it on anything too sensible. It’s fun money.”

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Keno is also a game with a very high frequency of winners – a message that the new platform aims to elevate.

Cristian Staal, creative director at Clemenger Brisbane, said that Keno averages over 7000 winners an hour.

Says Staal: “It was this product truth, the extreme frequency of wins, that inspired us to take Fun Money down an absurdist path. We could really play with exaggeration.”

The new Keno-Clemenger Brisbane partnership is already showing great success. Scott Colvin, head of marketing at Keno, said he couldn’t be happier with the new campaign.

Says Colvin: “The spots are fun and have great standout, but more importantly, they appear to be working. We’ve seen Keno sales for the smaller, more frequent win products lift year on year.”

The campaign leads with a strong radio presence, supported by in-venue and online assets. Seventeen radio spots have been created so far.

Says Colvin: “Radio was a natural choice, as it targets people when they’re out and about, on their way to venues. Plus, it gives us so much flexibility to get creative with our Fun Money stories.”

Keno’s Fun Money platform will run into 2019, with more work rolling out in the new year.

Keno: Scott Colvin & Caitlyn Loriente

Radio Production: Cutting Edge Brisbane