Littlewoods online Casino, Poker and Bingo products have been rolled out under an existing asset - ‘Game On’ - retained and developed as the lead brand. Game On Bingo was the first to go live and has been followed by Quick Play, Casino and Poker games.
Branded Moments of Truth, was tasked to develop the new positioning and identity. The core challenge remained: creating a powerful cut-through, relevant proposition and visual identity for ‘Game On’ that would separate the site from the sometime clichéd online gaming world.
Ian Penrose, CEO at Sportech, the owners of the Littlewoods online property, stated that ‘working to a distinctive proposition, BMT’s solution was to develop a high-energy creative treatment that had sport at its heart and the end result has been a contemporary interpretation of typical online gaming assets.’
The roll out has included the development of a master logo and brand pallet, product logos and full guidelines including photographic style and tone of voice for the Game On product Portfolio.
Mark Joy, Managing Director at BMT said that ‘the managing of the migration strategy from the old to the new Game On brand was a crucial task in that there is a great deal of heritage attached to the Littlewoods brand name that needed to be retained’
Further details of the Sportech portfolio can be found at www.sportechplc.com
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For further information please contact Mark Joy, Managing Director at BMT on 020 7592 7520 or visit www.bmt.uk.com
Editors Notes:
Today’s consumers plot their own individual journeys from awareness to purchase. BMT specialise in understanding how these journeys work and then by delivering your Brand at the optimum moment, turn opportunities into Branded Moments of Truth (BMT) that deliver sales.
Our principal deliverables are based around understanding and impacting four key moments of direct influence on sales:
1. The Moment of Reference – what people are saying about a brand
2. The Moment of Experience – how a brand feels when brought to life as a live experience
3. The Moment of Added Value – how a branded offer stands out in a crowd
4. The Moment of Presentation – how a brand performs at the point of purchase
Current activities include:
• Relaunching the iconic football pools this August for Sportech
• Creating the marketing communications campaign to mark the start of the build up to London 2012
• Executing through-the-line campaigns for the NHS in the areas of Alcohol Awareness and Coronary Heart disease
• Creation, execution and launch of revolutionary, new health drink – Big Shotz
