BCLC
Great work? You bet!
As BCLC’s multicultural marketing agency of record, Hamazaki Wong played a key role in all facets of the client brand from corporate marketing to product marketing to co-op marketing with casino service providers. Work scopes spanned international branding assignments, to original creative and campaigns, to collaborations with external agency partners on multimedia projects.
Services:
Research planning
Strategic planning
Creative development & production
Naming & branding
Media planning & buying
Social media & content animation
CMSI Campaign
This BCLC campaign used vibrant neon visuals to spark emotion and highlight the broader appeal of casinos beyond gaming. Eye-catching design and interactive elements attracted a younger audience, while smart copy and strategic media drove strong engagement. Despite being cut short by COVID-19, the campaign exceeded goals by over 50%.
Social Media AD
Ruyi Branding
Bicultural naming and branding — Hamazaki Wong developed a new naming and brand lexicon hierarchy for the BCLC’s Baccarat game, rebranding it Ruiyi (from Easy Baccarat). The name, Ruyi, is infused with cultural value, meaning ‘as you wish’ in Chinese, an aspirational statement that also rolls off the tongue in English. In this context, we also developed sub-brands that defined the side bets of the game, in both English and Chinese, highlighting the significance and potential ‘luck’ in each language, while capturing cultural sensibilities of prosperity and status — all while ensuring compatibility between the two languages especially for those who are bilingual. Juggling all these variables required some deft thinking and we rose to the occasion.
Bicultural Branding
PlayNow Live Casino
Mobile-savvy Chinese consumers leverage digital connectivity for everything from entertainment to social sharing to shopping and more. Higher fluency in English, higher household income, and active entertainment seeking all make Chinese consumers attractive target for gaming products. From building awareness to driving player acquisition, Hamazaki Wong developed a 12-month period communication plan for the BC Lottery Corporation’s Live Casino with campaigns in print, OOH, digital and social channels.
A crowning feature of this campaign was its appeal to multiple Chinese audiences: newer immigrants, young professionals, established professionals, homemakers, and retirees, all of whom have varying language preferences. The result? It was a hit. The Live Casino campaign reached sales and acquisition targets well earlier than expected.
OOH & Digital Ad
