"Finders keepers, losers weepers" takes on a whole new meaning in a Matthews/Mark campaign for the Viejas Casino.
The San Diego agency is launching a print, outdoor, TV and guerrilla campaign this week that includes distributing quarters and silver dollars throughout local malls and shopping centers.
The coins, which are intended to be spent exclusively at the San Diego casino, have labels that say, "Thrilled by this? Wait till you see the new Viejas Casino.''
Campaign billings are $5-7 million.
Agency president and creative director Michael Mark said the campaign is meant to be fun. The thrill of finding money best represents that of gambling at the Indian-run casino, he added.
"The whole idea is that when you go to the casino you get a thrill," he said. "It's about ... surprises." --David Lipi