Strategy Only Client
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.
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.
Qualitative and Quantitative Research Analysis
Brand Essence and Positioning Development
Insight Generation and Application
Concept Testing Sweden, Germany, Canada, UK
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
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.