Lucky Buckeye Earns Marshall Fenn a Cassie Awards Nod

by | Nov 18, 2015 | Branding, Marketing

Marshall Fenn nominated for Cassie Award

Casino campaign caused shortage of buckeyes in the Buckeye State

TORONTO, ON (Nov. 17, 2015) Nominations for the 2015 advertising Cassie Awards have been announced and Toronto agency, Marshall Fenn, received a nod for a campaign so successful that it created a shortage in Ohio of the state’s symbol, the buckeye.

The campaign was for casino property Miami Valley Gaming in Lebanon, Ohio. A buckeye in the pocket is widely believed to be good luck in Ohio. When it opened December 12, 2014, Miami Valley Gaming gave out an estimated 40,000 of the nuts in just 90 days, to welcome patrons with a “lucky buckeye” to put in their pockets. The promotion included television, radio, print, out-of-home and online ads touting the Lucky Buckeye Co., a fictitious firm hard at work keeping Miami Valley Gaming supplied with shiny, lucky buckeyes for the giveaway. “Buckeyes became scarce over the summer and we had to count on the annual replenishment this fall to continue the campaign,” says Dan Couto, co-Creative Director, Marshall Fenn. “It got national media attention in the U.S. and greatly exceeded the client’s objectives.” “We needed to establish a uniquely local flavour for Miami Valley,” adds co-Creative Director Mike Vinakmens. “The property is located between Cincinnati and Dayton, both of which have casinos, so we needed to attract patrons from both markets but keep the local feel. Using the buckeye as a symbol clearly showed that this is Ohio’s gaming choice.” The campaign featured TV, radio, online and print. The TV was shot in Ohio with Craig Brownrigg for Radke Film Group and post production provided by School Editing. The CASSIES are Canada’s premier advertising awards, the only awards focused on the effect advertising has on driving advertisers’ business based on published case studies. The winners will be announced in Toronto at an event in February 2016. Miami Valley Gaming has been a client of Marshall Fenn’s since 2013. Miami Valley Gaming is a partnership of Delaware North Companies Gaming & Entertainment and Churchill Downs Incorporated. Marshall Fenn Communications is a multi-disciplined agency based in Toronto, owned by its six partners. The agency has a specialty in casino and lottery gaming, having worked with casinos in 11 jurisdictions across North America for more than 20 years.