| Title | INSTANT MILLIONAIRE |
| Brand | TATTS LOTTERIES |
| Product / Service | INSTANT SCRATCH-ITS |
| Category | B03. Consumer Services |
| Entrant | GP Y&R Brisbane, AUSTRALIA |
| Entrant Company | GP Y&R Brisbane, AUSTRALIA |
| Advertising Agency | GP Y&R Brisbane, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Nicole Leatherby | Damien Bredberg Photography | Stills Producer |
| Damien Bredberg | Damien Bredberg Photography | Photographer |
| Marcus Byrne | Gpy/R | Additional Retouching |
| Santi Drane | Gpy/R | Retoucher |
| Michelle Short | Gpy/R | Print Producer |
| Kohbe Vela | Gpy/R | Agency Producer |
| Fiona Caird | Gpy/R | Group Account Director |
| Andrew Leftley | Gpy/R | Senior Art Director |
| Brendan Greaney | Gpy/R | Creative Director |
| Ben Coulson | Gpy/R | Chief Creative Officer |
| Fiona Martin | Tatts Lotteries | Senior Brand Manager: |
| Nada Mcnamara | Tatts Lotteries | Brand Portfolio Manager |
The objective was to engage younger, high-value members of the Instant Scratch-Its database (called 'Scratch eClub') with Instant Scratch-Its' new $1m ticket. This is an audience who typically don't engage with the brand's traditional marketing communications so we had to do something different.
We used the same latex printing technique as the Instant Scratch-Its themselves to mirror the experience of scratching.
The $1 million ticket is Instant Scratch-Its' richest prize. So rather than just a standard pack, we created a rich user experience. Using the same latex printing technique as the tickets themselves, we created an interactive direct mail that lets the reader scratch away their old life to see what life would be like as an instant millionaire. It was hoped that this would encourage our cynical audience to engage with the pack as well as enter Scratch eClub's monthly second chance draw.
(RESULTS ARE CONFIDENTIAL) Average weekly sales of the $1 million ticket during the promotional period were 76% up on previous average weekly sales.