Instant Scratch-Its set to thrill with new national #joyments brand campaign via GPY&R Brisbane

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BGCA3324_OSP1_2048x1717_GC_1[1].jpgTatts Group Lotteries has revealed the first major repositioning of its Instant Scratch-Its brand in more than a decade with its new national #joyments campaign created by GPY&R Brisbane.

The campaign focusses on how Instant Scratch-Its deliver little moments of joy that brighten up Australians’ lives everyday.  

The campaign will be predominantly supported by digital and social media advertising and activities, along with instore promotions throughout Instant Scratch-Its’ network of more than 4000 retailers.

BGCA3324_OSP1_2048x1717_GC_8[1].jpgThe #joyments positioning will deliver a continuous platform for below-the-line marketing, with further above-the-line activities to be scheduled around key gifting periods of the year when Instant Scratch-Its sales peak.

To support the open-ended campaign, an initial four-week outdoor and digital advertising campaign will be rolled out nationally from 19 March.

A #joyments campaign microsite, www.joyments.com, BGCA3324_OSP1_2048x1717_GC_13[1].jpghas also been created that encourages Australians to share the small instances that made them smile.

Instant Scratch-Its brand portfolio manager Jodie Milini said the #joyments campaign aimed to reinvigorate Instant Scratch-Its, a brand that had been living in the hearts and minds of Australians for more than three decades.

Says Milini: “For this campaign, we embarked on a journey of uncovering the true brand essence of BGCA3324_OSP1_2048x1717_GC_15[1].jpgInstant Scratch-Its and started talking to our customers about how they felt about their favourite games.

“Throughout our research, it became clear that the key was the emotional connection customers had to Instant Scratch-Its, making #joyments the ideal new brand positioning.

“#joyments are those little moments of joy you experience every day that make you smile, like hearing your favourite song on the radio or catching all the BGCA3324_OSP1_2048x1717_GC_2[1] (1).jpggreen lights on your way to work. #joyments give you the same wonderful feeling you get from having an Instant Scratch-Its ticket in your pocket.”

The launch of the new #joyments campaign comes as part of the ongoing development of new Instant Scratch-Its games and tickets aligned to customers’ needs.

Says Milini: “Our new strategy is based on people’s needs rather than price points.  We know from our recent consumer research that BGCA3324_OSP1_2048x1717_GC_3[1] (1).jpgour customers are in different mindsets when they are playing different types of tickets. We are developing our tickets from these insights.”

In 2016, about 150 Australians won more than $15 million in Instant Scratch-It top prizes.

Research agency: Colmar Brunton (led by Philippa Ung)

Creative agency: GPY&R Brisbane

Media agency: Carat (led by Gill Black)

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