Strategy Only Client

Full Tilt

Full Tilt

Full Tilt is one of the world’s largest online poker sites. Its primary markets are Europe, Russia and Canada. The company was established by a group of professional poker players who wanted to create the most authentic poker experience online.

Challenge

The competitor brand, Poker Stars, were investing heavily in marketing communication – they even had Ronaldo and Messi endorsing the site in their TV advertising. Full Tilt wanted to clarify its brand essence and develop a positioning to compete.

Our Role

Qualitative and Quantitative Research Analysis

Brand Essence and Positioning Development

Insight Generation and Application

Concept Testing Sweden, Germany, Canada, UK

Process

Collaborative Creative Workshops with Global Marketing Teams

Structured approach to brand strategy based on Diageo Way of Brand Building

Concept testing with consumers

Refinement and Enrolment Workshops

Outcome

Successfully developed a new brand positioning and proposition to allow development of communications strategy and campaign. The solution leveraged Full Tilts pro-poker provenance, which promised more intense enjoyment and excitement. Which intersected with consumers need for authentic experiences across all their leisure experiences.