PokerStars’ brand refresh launched this week with a new TV advert supported by a multi-channel marketing campaign. The newly launched PokerStars master brand includes three products PokerStars, the recently rebranded PokerStars Sports and PokerStars Casino.
The new campaign I’M IN captures the essence of PokerStars as the home of entertainment today and as a trusted environment which brings like-minded people together into a community who seek adventure. The I’M IN campaign features online and television adverts of different lengths per market and sets the scene for PokerStars’ future as a globally recognised entertainment brand. A 60 second TV ad debuted on August 10.
Responsible gaming has long been a pillar of PokerStars’ commitment to its players, so it also plays a central role in its plans. As part of the new campaign, PokerStars will proudly debut its first ever dedicated safer gaming TV advert on screens in key territories in coming months, emphasising the importance of a safe environment for the PokerStars community as well as the tools and features available. The TV advert will be complemented by various responsible gaming digital assets, which will be rolled out in parallel.
Martin Nieri, Global Director of Brand, Creative and Communications at PokerStars, said: “Our new brand positioning was inspired by the community PokerStars serves, an incredible collection of individuals who seek out fun in the everyday. This campaign holds a mirror up to that while calling out to like-minded individuals to join us on a journey that will both excite and entertain.
Rebecca McAdam Willetts, Associate Director, Public Relations at PokerStars said: “At PokerStars, we’ve been connecting and entertaining people for decades. We know the power of bringing people together and providing a safe place where they can challenge each other and share experiences. I’M IN reflects just that, but the new campaign look and feel is just the first page. Our new brand approach runs deep and encompasses what we as a whole offer our customers, and what PokerStars stands for beyond our products.”
“We’ve done lengthy research to gain a thorough understanding of our customers because our community plays as much a part in this brand refresh as we do. We are living and breathing the future for the PokerStars world and are very excited to bring it all to life.”
Working with Anomaly, a leading creative agency, the advert has been many months in research and production, takes cues from the world of entertainment as the brand moves in this new direction and is shot in a high cinematic format with provocative black and white imagery and a fast-paced music score.
Watch out for the rand new ad on TV screens near you.