NEW SCRATCH ‘N’ WIN BRAND CAMPAIGN CAPTURES LIFE’S LITTLE MOMENTS
Lotterywest has unveiled a new era for Scratch’n’Win with the launch of its new brand campaign, ‘My little moment’ which began airing on television on Sunday.
After recently launching new branding based around ‘shared moments’ for Lotterywest, Lotto, Powerball and OZ Lotto, the new
Scratch’n’Win branding is the final addition to the suite.
Based on a sophisticated style of animation, the new branding represents a significant shift from a tactical and product based approach to a strong focus on brand and experience.
It will include five advertisements representing the different motivations to buy Scratch’n’Win, being thrill, time-out and gifting.
The initial launch will feature two illustrations based around themes of ‘DIY – my little moment of excitement’ and ‘Yoga – my little moment of peace’. The next phase of the brand launch will feature ‘Weekend’ and ‘Traffic Jam’ themes.
The creative concept was the work of Marketforce, with the illustrative work produced by animation company Teaspoon.
“We expect this campaign to have a very positive effect on sales and increase interest in Scratch’n’Win, reaching both current players and non-players in a unique and engaging way,” explained Scratch’n’Win Portfolio Manager Lauren Menck. “Whether a short play scratchie for a little moment of excitement or a long play Crossword for a moment of peace and relaxation, everyone enjoys a little moment to themselves.”
3 Comments
Where’s the work?
And has any client ever hoped for a campaign that would have “a very negative effect on sales and a decrease in interest”? Who writes that stuff?
Sounds like they borrowed Minties’ strategy. The visually look great – more please.
Just seen the top one. Loved the animation but bored bored bored. Give me back the kid with jam jar please, need those warm fuzzies and the feel good muzak. Those are great ads, these just nestling below average.