Kimberley and its surrounds is a sparsely populated region with conservative, working class people and fairly traditional values. There has been little investment in the area for some time. It is a city waiting to once again experience the energy and excitement that defined its diamond-rush days. This is the gap that Flamingo Casino fills. It adds that much needed flourish and flair, energy and excitement, sparkle and fun into a community that hasn’t much of an opportunity to fluff out their feathers and well….feel tickled pink again. As such our communication goals were to launch the Flamingo Casino brand with flourish and flair to get Kimberley and its surrounding areas buzzing with excitement and to maintain this anticipation and excitement through an integrated campaign that mirrored this fun element. We needed to drive gaming feet through door and encourage new registration to the loyalty program. To establish a sustainable yet singular identity that could form the foundation for the Flamingo Casino brand. This singular identity had to run like a thread throughout the entire communication campaign to ensure longevity of the experience and recall of the concept. Media utilised the unique hooks of the colour pink and one-legged concept to extend them creatively into the various media. Symbols of everyday life were re-invented to look “Flamingo-like” to generate interest and envelop Kimberley, whilst emphasising the pay-off line, “Do something different”. On launch day the DFA (local daily newspaper) tinted their entire front page pink. In addition 900 DFA headline-posters, double normal size and bright pink in colour, lined the streets of Kimberley to herald the opening of the casino. Smaller headline posters were erected near traffic intersections where the vendors were selling the pink front-page newspapers. None of the existing newspapers had society pages so it involved creating the environment from scratch including getting the newspapers to send photographers to the pre-launch luncheon, take pictures and compile the pink celebrity pages in time for the evenings print run for the launch edition. The celebrities posing on one leg to emphasize this Flamingo characteristic was an instruction that came from media, extending the fun element to all involved and ensuring interaction with the brand. The concept was carried through to the local community newspapers to ensure maximum impact and household penetration. For radio, the royalties for pink-titled songs in the brand spots was not possible within existing budget. The media team, together with OFM (the local radio station) devised a promotion that included 5 pink-titled songs (which entailed convincing the station manager to include “Pink” by Aerosmith onto the playlist!) prompting listeners to call in when one of them played to stand a chance of winning a pink hamper. A montage of these songs was used as a promotional spot. In addition the station allowed us to tag our brand spots directly after the pink songs were played. As opposed to a traditional outside broadcast, a DJ in Kimberley dressed in pink and did live crossings throughout launch day from a pink vintage car. In addition media requested that the morning DJ wear pink and do the morning show standing on one leg. This was captured on a webpage, which was linked to the OFM website and updated throughout the day. The leaflet distributors handing out pink leaflets were dressed in pink shirts and the outdoor companies painted one leg of the sites pink to reinforce the flamingo one-legged pose. All of the above was instigated and negotiated by the media over and above the existing brand campaign. Pink is a unique characteristic of the Flamingo bird so it stood to reason that all communication be pink in colour. The second unique concept to the flamingo is that they are known to stand on one leg. This submission starts largely where the original campaign ended. It is a media driven initiative based on how we took these two unique concepts and extended them into the various media types. We weaved ourselves into the fabric of the town to create a memorable event. Opportunities were identified and media owner boundaries pushed to create an innovative and impactful campaign. For launch we identified contact points where we could touch our market during their day - from the newspapers they read, to what they heard on the radio to the sights and sounds around them. Conventional points of contact were turned on their head and made unexpectedly pink or balanced on one leg, or both! This ensured that wherever possible people were greeted with images of the Flamingo Casino “doing something different”. Added-value negotiations were an integral part of this campaign, working within a small budget it ensured that we maximised impact without compromising original reach and frequency targets. It had wings. The combined use of the pink colour and the one-legged idea created a campaign capturing the imagination of all involved by using every-day happenings and transforming them “flamingo-like”. It brought an element of fun back into gaming and positivism to the brand. This is extremely important in a small conservative town where casinos are viewed with sceptism. It was a winner because it flew, the elements pulled together to create a campaign that had the people of Kimberley buzzing and not only talking about it but also acting on it. The casino was filled to capacity with roads blocked off to control the queues of people. The 6-month loyalty program sign up target was achieved in just over 2 weeks. The average visitor spend was 67% over projected target with people staying for longer and playing more. Client was tickled pink with how much had been achieved on a limited budget and the level of exposure received (Added-Value more than doubled exposure in Launch month). It was a campaignable idea that encouraged participation. This enthusiasm permeated through to the media owners and in turn enabled us to break convention and implement an impactful launch.

Pink is a unique characteristic of the Flamingo bird so it stood to reason that all communication be pink in colour. The second unique concept to the flamingo is that they are known to stand on one leg. This submission starts largely where the original campaign ended. It is a media driven initiative based on how we took these two unique concepts and extended them into the various media types. We weaved ourselves into the fabric of the town to create a memorable event. Opportunities were identified and media owner boundaries pushed to create an innovative and impactful campaign. For launch we identified contact points where we could touch our market during their day - from the newspapers they read, to what they heard on the radio to the sights and sounds around them. Conventional points of contact were turned on their head and made unexpectedly pink or balanced on one leg, or both! This ensured that wherever possible people were greeted with images of the Flamingo Casino “doing something different”. Added-value negotiations were an integral part of this campaign, working within a small budget it ensured that we maximised impact without compromising original reach and frequency targets.