Konami Gaming – Las Vegas, NV

Konami Gaming, Inc. is a manufacturer of Class III and Class II slots machines and a technologically advanced casino management system. A fringe player in past years, Konami has recently surged ahead to claim a spot among the top five systems and games manufacturers in the country.

The Challenge

Launch Konami’s new slim–line slot cabinet, the Podium, amongst heavy competition from already established slim–line product from industry leaders IGT, Bally and WMS. Being the last manufacturer to launch their version of the sought after smaller profile slot meant Concussion had to work even harder to differentiate Podium from its rivals.

The Plan

Create a new brand identity and accompanying business–to–business advertising campaign to differentiate Podium from competitors like WMS’s Bluebird. Laying the groundwork for the brand as a whole, Concussion developed Konami’s “Born from Fun” brand essence which lead to the development of the Podium specific graphic identity, microsite, direct mail, email and print campaign. Each piece plays on the senses to take full advantage of the “Born from Fun” brand essence such as a folded origami direct mail piece, scratch and sniff print ad and a dynamite direct mail piece with sound card.

The Results

Jackpot! The campaign is barely a month old and the industry buzz is growing. The microsite tracking reads like a who’s who of the gaming business. The product is available in the next few weeks and already the sales staff is fielding orders.