In this campaign, illustrated flames, traditionally used on hot rods, serve as a metaphor for MotorCity Casino, symbolizing the casino's Detroit automotive roots and it's claim to be the hottest entertainment venue in town.
Philosophy
Since the gaming experience is relatively common to all casinos, ESW chose to emphasize brand personality, staking MotorCity Casino's claim to being the hottest spot in Detroit.
Problem
With four casinos in the Detroit metro area, all offering essentially the same gaming product, MotorCity Casino had to differentiate itself.
Result
The Flames Campaign rolled out in print and radio last Fall. The three TV commercials began airing in March. Since the campaign's inception, there has been a dramatic increase in monthly revenue for the casino, vaulting them to #1 in the market place.