LeoVegas unveils comedic chief entertainment officer in global marketing campaign
Leo the lion plays starring role in new advertising drive targeting brand uniformity and consistency across all markets
LeoVegas has launched a new global marketing campaign called LeoUniverse to be rolled out across the firm’s operating markets in 2021.
The LeoUniverse campaign focuses on the company’s fictional chief entertainment officer, Leo, in a variety of humorous ads to initially be broadcast on TV in Denmark and Sweden.
The concept will then be used across all markets, channels and media formats and aims to showcase LeoVegas as a responsible gambling operator.
LeoVegas has said marketing communications will be tailored to jurisdictions and will comply with local regulations where applicable.
“Historically, our industry has not maintained a high enough level when it comes to advertising and marketing,” said LeoVegas marketing production director Sarah Krusell.
“Instead of shouting the most and loudest, we now hope to be able to introduce a concept that people actually appreciate and find entertaining.
“With more relevant content, we can responsibly build an entertaining brand,” she added.
The LeoUniverse campaign has been developed and produced in conjunction with Copenhagen-based advertising agency Uncle Gray.
Uncle Gray creative chairman Lars Samuelsen said: “In the work of developing the new creative concept for LeoVegas, it became clear that the core of their offering is closely linked to the entertainment industry as a whole.
“Of course, marketing should also be an extension of this feeling,” he added.
