50 taxis in Como, the nearest city to Campione, are turned into mobile roulette wheels, complete with ball.

Before starting, the customer lays a stake and tells the taxi-driver. When they reach their destination, if the customer has won they are given free admission to the Casino and a dinner at one of its restaurants, and if they lose, free admission to the Casino only.

+20% brand equity+14% casino admissions+9% admissions of people who had never been to a casino before