Intelligence
This south Tulsa casino hired us in 2005 to help them differentiate from a crowded and increasingly aggressive set of competitors. At that time, Creek Nation Casino was in an aging, small building that had been converted from a bingo hall into a gaming floor. It was smoky and had some negative perceptions among its persnickity south Tulsa target audience.

We defined the Creek Nation Casino core customer at that time as a serious gambler who smokes. We made specific operational recommendations to help build a better customer relationship. We developed a campaign that would ring true and differentiating for a brand in transition.

Influence
The campaign We Know Why You Play started with a tagline and developed into three years' worth of television and radio, from branding to promotional spots. The casino's in-house staff developed campaign collateral that echoed this idea, including outdoor, airport, POS and direct mail.

Impact
In three years, Creek Nation Casino's customer database tripled and its coin-in growth was double-digit for three years in a row.