Aristocrat shows its star quality at Viridian launch

One of the most powerful b2b launches undertaken in support of a casino product, the six-week campaign began with tease marketing in December culminating in the cabinet's unveiling during ICE week. The multimedia communications onslaught comprised targeted electronic viral marketing, magazine and bill board advertising, worldwide media relations, street theatre style performance art and guerrilla marketing initiatives.

Marc Campman, Aristocrat Technologies Europe's Marketing Director responsible for developing and implementing the campaign, said: “With Viridian representing such a major initiative for Aristocrat it was imperative that we undertook a ‘stand out' launch for what is a ‘stand out' product. Our strategy was to focus on the green credentials of Viridian and to culturally own the colour green throughout the duration of the campaign.”

Building on the strap line ‘designed to perform', Aristocrat commissioned Amsterdam-based leading improv theatre group Boom Chicago to create and act in green themed viral tease broadcasts as well as perform live shows at Madame Tussauds and from the Aristocrat stand at ICE.

Mystery green visitors walked the exhibition aisles whilst giant on-stand screens broadcast the Viridian launch video and outside the latest eco tricycles powered outdoor Viridian hoardings in the forecourt of the exhibition hall.