Genting UK is one of the country’s largest leisure and entertainment businesses with over 40 UK casino licences and the impressive £150 million entertainment complex, Resorts World Birmingham. The client was looking to compete at Christmas and drive footfall to Resorts World Birmingham. With a shopping mall, cinemas and restaurants they had previously struggled to find an impactful creative that covered their key areas without it becoming confusing. They approached Starstruck to come up with an idea that could be used across their TV and digital campaigns ahead of and during their key trading weeks.
We recognised that Resorts World didn’t want to come across too cool or too serious and first and foremost wanted to come across as fun. The Starstruck creative team and rising comedy star Michael Spicer scripted a faux brainstorm session for Resorts World’s ‘marketing team’ that saw Spicer and co-star Rachel Stubbings suggest some rather inappropriate but hilarious ideas for their new Christmas campaign.
The video ran on owned channels and with over 500,000 impressions in the geo-targeted areas, Starstruck’s creative enhanced Resorts World Birmingham’s Christmas campaign helping make it the most successful period in the complex’s six-year history.
At the time of pitching, Michael Spicer had 80,000 Twitter followers but after the campaign launched this had risen to over 300,000. Resorts World Birmingham’s marketing team said: “the quality of the advert was fantastic, you followed our brief and were absolutely brilliant to work with”.