Instant Scratch-Its launches Christmas range to ‘Share the Joy’ via Y&R Brisbane and Carat

With Christmas traditionally the busiest time of year for Instant Scratch-Its, the instant lottery brand has this week launched its dedicated seasonal range of games and an eight-week marketing campaign via Y&R Brisbane and Carat to encourage customers to “Share the Joy”.

Ranging in price from $1 to $10, the Christmas Instant Scratch-Its ticket range features up to five games for every gifting occasion (not all games are available in all jurisdictions).  It gives players a chance to win multiple top prizes of up to $150,000, along with smaller prizes from the combined prize pool of more than $31 million.

A campaign starting from Sunday 5 November 2017 will support the Christmas Instant Scratch-Its ticket range. This campaign will revisit last year’s successful “Share the Joy” campaign that focussed on spreading the festive spirit by gifting Instant Scratch-Its tickets.

This year’s campaign specifically targets two types of consumers: those who have already started researching and planning their Christmas shopping and those who leave it until the last minute.

It will be predominantly supported by television, social and online advertising and content pieces, as well as static and digital out-of-home media.  Special activations are also being planned to help spread Christmas #joyments among shoppers at the busiest time of year.

Instant Scratch-Its brand portfolio manager Nada McNamara said this year’s range had been redesigned and expanded to appeal to a range of customer needs during the festive season – from spontaneous and fun gifting to taking time out to relax.

Says McNamara: “Our new Instant Scratch-Its Christmas games have not only been created to share the joy this season, but also align to the range of Christmas occasions – from gift tags and tree decorations, through to Christmas cards and advent calendars.

“These beautifully designed tickets break the mould from the traditional Christmas colours of red and green, instead boasting a fresh and modern look that suits the season and is on trend.

“For the first time, the Christmas tickets have a shimmering finish, with a Tiffany-like teal colour incorporated throughout the range to complement pastel pops of colour. Each Instant Scratch-Its ticket in the range is the perfect addition to, or the inspiration for a modern Christmas theme to bring the joy to Christmas.

“With an Instant Scratch-Its ticket for every Christmas occasion, we anticipate this season’s range will be our most popular ticket range we’ve seen.”

The Christmas Instant Scratch-Its ticket range is available from Monday 16 October 2017 at Instant Scratch-Its outlets in Queensland, New South Wales, the ACT, Victoria, Tasmania, South Australia and the Northern Territory.

Creative agency: Y&R Brisbane

Media agency: Carat