The Brief

Instant Kiwi scratchcards once injected excitement into New Zealanders’ lives. But 21 years after launch, Instant Kiwi had hit a mid-life crisis and interest was on the wane. Although tickets were re-engineered to improve ‘win-ability’ – which meant more, bigger and better prizes – research showed that people no longer believed they would win. Our task was to re-ignite interest around Instant Kiwi – to generate an itchy curiosity which compelled people to suspend their cynicism just long enough to scratch again. The objective was to generate 25% uplift in sluggish sales (from $104 million to $130 million).

Describe how the promotion developed from concept to implementation

The product had changed – we had to prove that it was worth giving it a go again. We created the world’s first Instant Kiwi Scratchy Bus, covered in 20,000 scratchcards which visited 27 communities across the country, giving 21,000 Kiwis the chance to experience the new Instant Kiwi product first hand. What better way than taking the new ‘win more, more often’ Instant Kiwi experience around the country with an idea that would get tongues wagging and fingers scratching – a gigantic, colourful bus literally coated in thrilling little tickets which could change your day in an instant!

Describe the success of the promotion with both client and consumer including some quantifiable results

Sales results over two week road trip resulted in a 34% uplift across the six ticket designs used on the bus compared to weeks prior. Total reach was 1,035,524 – a quarter of the New Zealand population. - 250,000 saw the bus (Stage Coach Bus Pak statistics) - Word of mouth: each person that saw it told one other person 250,000 - 21,754 scratchers scratched the bus - Word of mouth: estimate that each scratcher told 5 other people 108,770 - 405,000 Classic Hit listenership And for two lucky winners of $10,000 – life really did change in an instant!

Explain why the method of promotion was most relevant to the product or service

Just telling people Instant Kiwi had changed was not enough – it might talk to the head, but not the heart. So with a twist on Show ‘n Tell we took Show ‘n Scratch directly to consumers and brought back the thrill of the scratch! Every panel was guaranteed to win, from $1 to $10,000, delivering on the promise –‘win more, more often’. Photos of winners were uploaded to Facebook, complimenting local media relations. Classic Hits radio network told people Scratchy Bus was coming. Plus Instant Kiwi stores featured POS and the mylotto.co.nz website delivered Road Trip updates.