PlayOJO launches £10m “Thumbs Up OJO” ad campaign

Online casino operator PlayOJO has launched a new £10m advertising campaign across TV, radio and online media, aiming to establish itself as the UK’s most recognised online casino brand by 2021.

The ad campaign, known as ‘Thumbs Up OJO’, is directed by Djawid Hakimyar, who previously directed adverts for brands including Mercedes and property company Purple Bricks.

It aims to highlight the operator’s absence of wagering requirements and withdrawal limits as making it the fairest online casino operator for players.

The advert features Royal Shakespeare Company actor Joshua McCord walking around a fictional town with an oversize thumbs-up, symbolising a satisfied player treated fairly by PlayOJO.

It will appear across terrestrial and digital TV, radio and will be supported by increased activity across social media channels.

Speaking about the launch, Peter Bennett, head of brand marketing at PlayOJO, said the company had “pulled out all the stops” with this latest campaign.

Bennett highlighted Hakimyar and McCord’s role in creating a style of advertising which “sets us apart from our competitors in a way that we hope will appeal to players across the UK.”

“We are backing this campaign with significant media spend in order to continue to build our brand recognition to help achieve our ambition to become the UKs most recognised online casino brand by 2021,” Bennett added.

Previous advertising campaigns for the operator featured a Llama in a TV ad which aimed to illustrate the operators no-wagering requirements bonus model.

PlayOJO ranked 50th on this year’s EGR Power 50 list.