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The Spoilt 4 Choice key visual: SPOILT and CHOICE joined by a red 4, over two cheering men, a woman in gold sequins and a stack of prizes — an SUV, a holiday, a roulette wheel, a motorbike and a case of cash — on a dark casino floor.

Eight prizesSpin for one

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Montecasino · Tsogo Sun — 2024

Montecasino: Spoilt 4 Choice

A refreshed promotion, built to bring people through the doors.

We gave Montecasino’s Spoilt 4 Choice prize promotion a new look and approach: one key visual with two prize versions, lockups for collateral, and a social run built to put the promotion in front of as many people as possible.

Client
Montecasino (Tsogo Sun)
Year
2024
Services
Campaign, Content & Social
Sector
Hospitality & Entertainment
Location
Johannesburg, South Africa

The brief

Create a refreshed look and approach for the Spoilt 4 Choice promo that drives footfall to Montecasino.

Objective

Reach

Get as many eyes as possible on the content. The ads carried a button to the campaign landing page, but were optimised for reach rather than traffic: there was no action to take on the landing page.

Three jobs for the content

  1. Awareness

    Build hype among existing and potential patrons.

  2. Education

    Explain how to enter, what can be won and how the promotion works.

  3. Traffic

    Point people to the Montecasino complex itself.

The mechanic, as the posts explained it

  1. Play slots or tables
  2. Earn points
  3. Use points to activate entries
  4. Stand to win

One stage. The prizes take turns.

Spoilt 4 Choice is a promotion about options, and the key visual reads like a stage set. The lockup, the cheering winners, the gold suits and dice and the red glow hold their places. Only the prize stack at the centre changes.

The campaign artwork includes two versions of the key visual. Swap between them, or highlight exactly what moves.

Version A of the key visual, with an SUV, a holiday, a roulette wheel, a motorbike and a case of cash. Version B of the key visual, with a slot machine, a solar power kit, a jet ski, a motorbike and a case of cash.
Version A — SUV, holiday, roulette, motorbike, cash. Version B — slot machine, solar power kit, jet ski, motorbike, cash.

≈14% of the frame changes between versions. The rest holds.Measured by comparing the two key visuals pixel by pixel.

Spoilt for choice. Pick one.

Eight prizes across the two versions, one stage. AI-generated: recreated in Artlist (Nano Banana Pro) from the campaign artwork for this page. Not the delivered artwork.

A red SUV, recreated in Artlist from the version A artwork.
A gold plane in front of a beach photo, recreated in Artlist from the version A artwork.
A tilted roulette wheel with a gold rim, recreated in Artlist from the version A artwork.
An open gold case full of banknotes, recreated in Artlist from the campaign artwork.
A red sports motorbike, recreated in Artlist from the campaign artwork.
A neon slot machine under a CASINO sign, recreated in Artlist from the version B artwork.
A white jet ski, recreated in Artlist from the version B artwork.
Solar panels with an inverter and batteries, recreated in Artlist from the version B artwork.

Version ASUV

How the frame is built

We rebuilt the key visual in layers from the delivered artwork, so you can watch it assemble: the stage, the lockup, the rule, the prizes, the gold. Rebuilt for this page. Areas hidden behind objects in the original are filled in and only glimpsed in motion; the notes are our reading of the finished artwork.

  1. 01 The stage

    A darkened gaming floor, a red glow and two men mid-cheer under falling gold. Everything else is stacked on top of this, so the scene is already celebrating before a prize appears.

  2. 02 The lockup

    SPOILT and CHOICE in a heavy condensed sans, stepped apart and joined by a thin red 4. The number does the work of the word “for”, and its open, drawn line keeps the heavy type from feeling blocky.

  3. 03 The rule

    The crossbar of the 4 keeps going as a long red rule. It is the most portable piece of the identity: it reappears across the collateral lockup and at the same height on every carousel card.

  4. 04 The prize stack

    Prizes piled into one glowing heap, fronted by a woman in gold sequins. This is the part that changes between versions.

  5. 05 Gold suits and dice

    Card suits and dice in polished gold drift around the stack. They share their material with the prize-pool lockup, which ties the number to the scene.

  6. 06 The whole frame

    Every part in place. Pull back and the stack reads as one scene, with the red glow carrying the light.

Colour, sampled from the artwork

  • Rule red#DA1B34
  • Montecasino red#C8142F
  • Prize gold#EAC353
  • Floor black#0E0D12

Two kinds of type

The SPOILT 4 CHOICE lockup: white condensed capitals joined by a red 4 whose crossbar runs out as a long rule.
Heavy condensed sans for the lockup and the cash amounts on the cards. Rebuilt here as vectors from the artwork.
The prize-pool lockup: UP TO R4.5 MILLION IN PRIZES in bevelled gold lettering with sparkles.
Bevelled gold display for the prize pool and prize headers.

From key visual to feed

The same parts, recomposed for each format in the campaign.

The 16:9 key visual, version B, with a slot machine, solar power kit and jet ski in the prize stack.
16:9 master. The full stage, shown here in version B.
Montecasino, Tsogo Sun

Spoilt 4 Choice · 2024

As on the campaign artwork: 18+ only. Winners know when to stop. National Responsible Gambling Programme 0800 006 008.

Montecasino and Tsogo Sun names and marks belong to their owners. Generated images are labelled as such.

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