PlayUZU has debuted what the SkillOnNet powered online casino lauds as a “major TV and digital advertising campaign” in Mexico, having debuted in the market late last year.

The campaign for the Spanish language version of PlayOJO will be based around the familiar ‘Thumbs up’ concept that has been used across other markets such as the UK and Spain.

This sees a character walking through a city where he finds other people that have discovered the PlayUZU experience, with greetings issued via a giant thumbs up.

The campaign will run across television, including standard advertisements as well as integrations in content in “some of the most popular TV shows in the country,” and is expected to reach a 20 per cent share of voice.

In addition to TV, the ads will also run across the wider digital ecosystem, which includes Google Search, social media, programmatic, native ads and media influencers, in a bid to ensure the furthest possible reach among the brand’s target audience. 

Helena Rico, PlayUZU’s Head of Marketing for Spain and LatAm, said: “We´re very excited to finally take this step forward in Mexico and to showcase our presence in the market across TV and other digital media channels.

“We believe the campaign will allow us to compete equally with other casino operators that have been in the market for much longer than us.

“Our disruptive positioning based on always giving out rewards as real cash together with a powerful campaign will put PlayUZU top of mind, driving Mexican players to try our incredible brand and casino for the very first time.”