Cash Your Stash

Client: OLG Slots & Casinos

Date: 2006

Objective: To create an identity for a gaming promotion and apply it to a campaign to raise awareness, encourage participation and provide information on how to play.

Target Audience: Slot players, casino patrons and members of the Winner’s Circle loyalty program, ages 25 to 60.

Concept: The central image was an illustration of hands holding up a stack of ticket prizes to represent abundance, on a green background to symbolize money. The cartoon style illustration and overall aesthetic conveyed a sense of fun and playfulness.

Challenges: The design had to be versatile for application to various media including POS, digital spots, newspaper advertisements, backlit displays, etc. The design also had to stand out and compete with many distracting elements on the gaming floor.

Overview: The client was presented with three initial sketches of the logo. The chosen design was then converted to vector format to allow scalability and similar illustration elements were created to establish the creative theme. Once the information and mechanics of the promotion were finalized, the systematic creation of the POS, signage and media followed easily. A 10’x10’ booth was also designed and produced to serve as an information centre for the duration of the promotion and as the redemption station on redemption days.

Outcome: There was a positive response to the promotion with patrons returning to collect scratch cards and claim prizes on redemption days which in turn increased traffic on the gaming floor. The client received a beneficial return on investment and recommended the promotion to other OLG sites. The design has proven its longevity and effectiveness. This promotion has been running for over 3 years and is now hosted at eight different OLG sites.