A series of test campaigns, including contextual marketing, and both search-engine marketing and optimisation, were tried out in the run-up to Christmas in preparation for a full-budget campaign, which will launch in the new year.
Littlewoods aims to target users who are already searching for casinos and a demographic of 20 to 35-year-old males.
"We focus on cost-effective customer acquisition and are only interested in campaigns that will provide immediate results," said Scott Richardson, marketing manager at Littlewoods Casino.
TBG is also working on another campaign involving pop-ups, pop-unders and banners, which will appear on sports web sites and other portals that might interest the target audience.
"Our aim has been to develop a strong online ad campaign that would reflect Littlewoods Casino's brand positioning and specifically target UK players," commented Chris Ball, creative director at TBG. "We felt it was important to differentiate the campaign from other traditional 'flashy' casino ads by producing final creative that is more polished than generally expected.
"This not only reflects Littlewoods Casino's brand values, but it also means that the campaign is more identifiable and distinctive," added Ball.
Littlewoods Casino (www.little woodscasino.com) is part of Littlewoods Gaming.
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