Baden thriller
Weber Harbeke Casinos brings the excitement of the casino to life.
Casino Weber Harbeke stages the excitement in the casino, and now it's getting "damn exciting" on TV too. After advertisements and posters with people who forget everything else in the face of the excitement of gambling, Weber Harbeke is now showing the same ideas in TV commercials for Grand Casino Baden. With over 20 casinos, Switzerland has the highest density of casinos in the world. The Grand Casino Baden is the market leader with more than 1000 admissions per day and an annual gross gaming revenue of over CHF 100 million. In order to consolidate this position and attract new gambling enthusiasts, the operators were looking for a new communication strategy and a concept that could be adapted to both classic and below-the-line advertising media.
Following a multi-stage evaluation process, the Zurich advertising agency Weber Harbeke was chosen at the beginning of the year. The task was to present the Grand Casino Baden as the leading A-casino in Switzerland and to define a clear promise for the Grand Casino Baden brand.
It was clear to the agency that the competition for a casino is not just other casinos, but any kind of evening entertainment, be it a trip to the movies, a party or a night out with friends. The challenge for the creatives at Weber Harbeke was therefore to work out what a visit to the casino has over all other activities.
The strategic goal was therefore to position the Grand Casino Baden as a place of maximum excitement. "Because nothing is more exciting than playing for money, the Grand Casino Baden's brand promise is the absolute excitement on offer there," say Thomas Harbeke and Max Weber.
Because nobody can escape this tension, the statement was ultimately reduced to: It's simply "damn exciting". This pair of words also became the claim of the campaign. It shows how the tension affects the players: they are so captivated that they light the cigarette upside down, pour the tonic next to the gin or bite into their jewelry.
These small observations first appeared as posters and advertisements. Now also as TV commercials. In addition, the theme of excitement is varied on the radio. Frank Baumann, who has been shaping the Grand Casino Baden's radio advertising since the opening, was once again recruited for this.
The three 20-second TV commercials were realized in just one day of shooting. This was "thanks to the very professional handling" by Pumpkin Film in collaboration with freelance agency producer Cem Capanoglu, who accompanied the project.
The commercials were shot on location at Casino Baden by young director Pierre Monard. In addition to the actors, the employees of the casino also took part as extras. Even without a Hollywood budget, Pierre Monard and cameraman Darran Bragg succeeded in giving these spots glamor. This can now be seen on TeleZüri and Tele M1.
Completely out of place: Scenes at the gambling table, filmed at Casino Baden.
Following a multi-stage evaluation process, the Zurich advertising agency Weber Harbeke was chosen at the beginning of the year. The task was to present the Grand Casino Baden as the leading A-casino in Switzerland and to define a clear promise for the Grand Casino Baden brand.
It was clear to the agency that the competition for a casino is not just other casinos, but any kind of evening entertainment, be it a trip to the movies, a party or a night out with friends. The challenge for the creatives at Weber Harbeke was therefore to work out what a visit to the casino has over all other activities.
The strategic goal was therefore to position the Grand Casino Baden as a place of maximum excitement. "Because nothing is more exciting than playing for money, the Grand Casino Baden's brand promise is the absolute excitement on offer there," say Thomas Harbeke and Max Weber.
Because nobody can escape this tension, the statement was ultimately reduced to: It's simply "damn exciting". This pair of words also became the claim of the campaign. It shows how the tension affects the players: they are so captivated that they light the cigarette upside down, pour the tonic next to the gin or bite into their jewelry.
These small observations first appeared as posters and advertisements. Now also as TV commercials. In addition, the theme of excitement is varied on the radio. Frank Baumann, who has been shaping the Grand Casino Baden's radio advertising since the opening, was once again recruited for this.
The three 20-second TV commercials were realized in just one day of shooting. This was "thanks to the very professional handling" by Pumpkin Film in collaboration with freelance agency producer Cem Capanoglu, who accompanied the project.
The commercials were shot on location at Casino Baden by young director Pierre Monard. In addition to the actors, the employees of the casino also took part as extras. Even without a Hollywood budget, Pierre Monard and cameraman Darran Bragg succeeded in giving these spots glamor. This can now be seen on TeleZüri and Tele M1.
Completely out of place: Scenes at the gambling table, filmed at Casino Baden.
Andreas Panzeri
