Lead Forensics

Fill 1 Created with Sketch. MrQ

Fall Off The Wall, a creative agency based in Hertfordshire, approached Guerillascope in 2022 with the task of developing a media campaign for MrQ, the online casino market’s new kid on the block. Home to popular games such as Starburst, Bonanza and 9 Pots of Gold, the brand had rapidly developed a loyal customer base thanks to its simple in-play ethos and disruptive voice. It was primed for the next step.

Fill 1 Created with Sketch. Objectives

  • Having recently won Slots Operator of the Year 2021, MrQ now wanted to amplify brand awareness and attract new customers with the carrot of twenty free spins.
  • Underpinned by its key USPs – no complex wagering requirements, jargon-free T&Cs and a no-nonsense, entertainment-first approach – MrQ sought to run a campaign that would challenge a stale market.

Fill 1 Created with Sketch. Results

  • With reach crucial, Guerillascope developed a multichannel strategy that extended the campaign beyond linear TV to include radio, and sponsorship.
  • The centrepiece of the campaign was a TV sponsorship package for the final series of ITV2’s Celebrity Juice.
  • Fall Off The Wall produced a set of idents that aired throughout the 10-episode run, which included special guests such as Tom Grennan, Jonathan Ross, Chris Eubank and Ella Henderson. The first episode attracted an audience of 300,000.
  • This strand of the strategy was tactical in its projection of scale, with Sky Vegas the show’s previous sponsor.
  • Additionally, separate idents for online VOD secured 1.9 million impressions.
  • Since launching the Celebrity Juice sponsorship, MrQ’s sessions and registrations have increased drastically – particularly on Thursdays, when the show aired. New visitor figures have also surged.
  • Meanwhile, Guerillascope and Fall Off The Wall collaborated on the production and launch of a radio sponsorship package around The Sports Bar on Talksport. This encompassed live reads, promo trails and idents.
  • After an initial three-month test, the radio sponsorship campaign was extended to a full year.
  • At its heart was a weekly prize draw that awarded the ‘listener of the week’ either £250 or £500, depending on if they choose red or black.
  • Research is currently being conducted with Differentology to help us establish how radio sponsorship has improved consideration, awareness and perceptions of the MrQ brand.