Instant Scratch-Its turns little gifts into big wins in OOH campaign via GPY&R Brisbane and Carat
In the week leading up to Christmas, while everyone else was busy wrapping their presents, Tatts Lotteries wrapped a few of their own to Australians to add Instant Scratch-Its to their Christmas shopping list.
Called ‘Little Gifts, Big Wins’, the out-of-home campaign featured large gift-wrapped Christmas presents including luxury boats and cars, showing how the little gift of an Instant Scratch-Its ticket could turn into a big win.
Head of marketing Karine Mac said Instant Scratch-Its tickets are the perfect last-minute gift.
Says Mac: “This year we wanted to remind Christmas shoppers that a fun little present could turn into a top prize win.”
Says Brendan Greaney, ECD, GPY&R Brisbane: “Breaking through shopping centre clutter is difficult at the best of times, and almost impossible at Christmas. So we thought we’d give people a little reminder while they’re on their way to the shops.”
The eye-catching mobile installations, brought to life in collaboration with the teams at ApolloNation and oOh! Edge were driven around major roads, shopping precincts and landmark destinations in Melbourne, Sydney and Brisbane during the seven days leading up to Christmas.
Tatts Lotteries:
Karine Mac – Head of Marketing, Tatts Lotteries
Ann Hooper – Senior Brand Manager, Instant Scratch-Its
Matt Itzstein – Assistant Brand Manager, Instant Scratch-Its
Michelle Dyer – Marketing Coordinator
GPY&R:
Brendan Greaney – Executive Creative Director
Nick Williams – Head of Design
Andrew Leftley – Senior Art Director
Richard Boland – General Manager
Ricky Harpin – Senior Account Manager
Fiona Caird – Group Communications Director
Carat:
Gill Black – Business Director
Apollo Nation:
Leah Beadman – Business Director
oOh! Edge:
Luke Maurel – Client Service Director
Fiona Young – Campaign Manager
1 Comment
I’m pretty sure NZ lotteries did exactly this a couple of years ago. Wrapped big prizes like cars in gold foil for lotto Easter promo.