CategoryB03. Consumer Services
EntrantGP Y&R Brisbane, AUSTRALIA
Entrant Company GP Y&R Brisbane, AUSTRALIA
Advertising Agency GP Y&R Brisbane, AUSTRALIA

The Brief

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.

Creative Execution

We used the same latex printing technique as the Instant Scratch-Its themselves to mirror the experience of scratching.

Describe the creative solution to the brief/objective.

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.


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