Case Study: New Identity Development and Branding

While mostly known for endless lakes and beautiful farming land, Mahnomen, Minnesota, home of Shooting Star Casino, represents a significant revenue enterprise for the White Earth Nation. With a sizeable casino, hotel, spa and beautiful events center, the property has long been the top casino draw for Fargo, North Dakota, Northwest Minnesota and also Southern Manitoba.
 

Problem

Shooting Star has traditionally targeted older, more mature gamblers with its branding messages. This strategy was tired and overused by competitors in the market. Additionally, the  previous branding campaign was overexposed and leadership was ready to give Shooting Star a new face in the market.

Solution

Build Shooting Star Casino a new brand campaign with the intention of breaking through clutter to attract a viable younger demographic. Concussion went to work developing a campaign that would make a splash in a complacent marketplace. Using a quirky, unforgettable creative strategy, the Starstruck campaign was created. The idea is that everyone has been starstruck in some form or fashion.  But, when you’re starstruck by Shooting Star Casino, it’s bigger than anything you’ve ever experienced…literally. And it’s always a good thing to be starstruck by Shooting Star. The execution is of simple glimpses into everyday life that is suddenly and humorously interrupted by people who are starstruck. We see the merits of being starstruck in the advertising and promotions.