Casumo

Play Absurd

Casumo - Play Absurd

Client: Casumo
Agency: Kitty
Director: Diana Ellis-Hill and Alex Hartman
Deliverables: 2 x 3′ and 2 x 90″ per influencer
Awards: Most Effective Influencer Campaign at the Effective Digital Marketing Awards 2018

You're weird. We like you.

Casumo love to find play in the everyday. See a bog – don’t think bog, think bog snorkelling. So we joined them championing eccentric ‘sports’ across the UK: pie eating, wife-carrying, egg throwing, gurning… the weirder, the better.

An influencer-led campaign, we took Gogglebox’s Steph and Dom, renowned impersonator Scheiffer Bates, Facebook prankster Anto Sharp, The Skills Guy Joe Charman and comedians Paul Foot, Gina Yashere and Justin Moorhouse, to the back of beyond so they could try their hand at something very new.

Each time, we made four films of the stars joining communities and getting egg in their face (sometimes literally) as they trained to take part in a final competition. The films were released once a week over the course of a month - on all of the influencers’ social channels as well as on the Play Absurd website.

- Total views reached 891K

- Total impressions reached 8.1m

- Total reach was 3.9m

- Average time spent on Play Absurd was 3m 48s

- Casumo moved from 5th to 3rd in market share within 7 weeks

Check out www.aworldofplay.com to view all four films.

Egg throwing with Justin Moorhouse

PIE EATING WITH PAUL FOOT

BOG SNORKELLING WITH ANTO SHARP

GURNING WITH GINA

WIFE CARRYING WITH GOGGLEBOX'S STEPH & DOM