Rapper Vanilla Ice has been hired to celebrate the joys of vanilla ice cream as part of a video-led campaign to raise awareness of online casino brand Casumo in Finland.
The campaign focuses on the international gaming brand’s desire to “erase boredom”, encouraging consumers to a visit a new Erase Boredom website dedicated to great, entertaining content.
With bespoke research revealing that even Finns think Finland is boring, content created for the site in partnership with Perfect Fools Stockholm will encourage locals to reassess the aspects of local life that contribute to that perception, one facet at a time.
The first phase of the initiative will aim to rehabilitate the reputation of vanilla ice cream, voted Finland’s most boring ice-cream flavour. Nineties hit machine, global rapping sensation and now US TV presenter Vanilla Ice is seen talking to an audience of vanilla-hating Finns and taking desperate measures to persuade them that it’s the best flavor around; including rapping in Finnish, singing the national anthem and telling ice-cream related jokes.
Future content will use other results from the research study to challenge Finns to find joy in other areas of their lives that they had previously considered to be boring. The strategy is designed to deliver additional value to Finns well beyond the great prizes they can win on Casumo’s gaming platform.
The goal is to establish the new website as a top destination for fun online content and thereby raise awareness of the Casumo brand, which is already one of leading online casinos in the Nordics. The more content consumers share and watch at the site, the happier that they and, therefore Finland, will become, delivering on the brand mission of erasing boredom.
Content will be backed via paid support in the form of pre-rolls and seeding, all designed to drive traffic.
“We’ve had to identify a more creative way to showcase the fun that Casumo offers. By literally bringing the brand promise of ‘erasing boredom’ to life through content such as our time with Vanilla Ice we are able to associate the brand with fun and build awareness,” said Philip Arvidson, Art Director at Perfect Fools.
“Casumo is all about happiness, entertainment and providing our players with the best possible gaming experience out there. Destroy Boredom initiative is in line with our brand promise and we are confident that the new site Tuhoatylsyys.com will become the number one destination for fun loving Finns.