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Project launch

STEEL launches Ladbrokes 3D Poker

19 March 2008

This week, Ladbrokes launches a campaign to promote its thrilling new 3D poker software. STEEL, Ladbrokes’ retained online agency, are communicating the launch through a fully integrated campaign to include online advertising, advertorials, interactive advertising in Monkey magazine and print activity.

STEEL developed the full communication strategy to firmly position the new product in the mind of the audience, introducing interactive advertising into the plan to provide a genuine experience of the game through the creative.

Full page adverts in Monkey magazine really push the interactive format, providing much greater impact than standard embedded video in a static page. Rich, interactive audiovisual content provides a sense of excitement and genuine anticipation as it encourages users to step in and experience Ladbrokes 3D Poker.

Nick Bennett, Creative Director at STEEL said, “This is a really exciting new product. It’s part of a new generation of deeply immersive online environments that will be commanding greatly increased dwell time for brands online. We have positioned the advertising as a very rich tease of this 3D Poker world which encourages the user to take the next step.”

The whole campaign totally hits the spot strategically and creatively. Every execution encourages you to discover more and get involved. Exactly the messages we wanted to send out. Richard Packman
Poker Acquisition Manager, Ladbrokes

The media includes Monkey magazine, press and online placements including totalgambler.com and orange.co.uk booked by Vizeum.