Adshel brings Lotterywest scratchies to life on Perth streets with the power of invisible UV light

In a first-to-market for Australia, Adshel and Lotterywest have used the power of ultra violet (UV) light and specialised custom paint to deliver a high-impact execution across Perth’s CBD, to amplify the latest Scratch’n’Win campaign, ‘Scratchie Family’.

Using custom paint shipped in for this special build, and customised black lights installed into the Adshel bus shelter panels, the display features hidden messages which are revealed and transform from day to night, bringing the creative to life. It’s the first time UV paint has been used on panels in Australia.

Watch a time-lapse video of the execution here.

The core objective of the campaign is to generate attention and deliver a unique execution that effectively cuts through, particularly to reach a younger demographic.

Adshel Sales and Marketing Director, David Roddick, said: “With the vibrancy of this creative, the youthful look and feel, and the innovative and engaging execution, this campaign will really make an impact, and we are thrilled to be bringing something exciting and new to the Australian market.”

“This execution is just one part of the many-faceted relationship we enjoy with Lotterywest. In recent months, Adshel and Lotterywest have also implemented a tri-weekly posting period, ensuring posters are changed for their Tuesday, Thursday and Saturday night Lotto draws. Flexibility is part of our DNA at Adshel, and our core business purpose of ‘creating the smartest connections for communities’ carries across to the way we work with clients.

“It’s by pushing the boundaries in our sector that we start to think differently. By being challenged around the way we work, we develop and grow as a business, bring to life executions that create impact in market, and deliver better solutions for our clients, so we are very pleased with the latest outcomes for Lotterywest.”

Lotterywest General Manager, Marketing and Brand, Honor Clarke, said Scratch’n’Win games are about delivering a sense of fun and excitement to Western Australian players.

“This is a unique campaign that plays on colloquial Aussie language, using bold and high-impact imagery to appeal to a youthful market,” she said. “The Adshel immersive placements not only add a new dimension and bring this campaign to life in an innovative way, they also provide a seamless extension to the fun and engaging Scratch’n’Win play experience.”

The 4-week Adshel campaign launched on March 6 across bus shelters at St. Georges Terrace, Crawley, William Street and Northbridge. The wider Lotterywest ‘Scratchie Family’ campaign kicked off on February 26 across TV, digital and out-of-home media.

Credits

Media agency: Carat WA

Senior Business Director: Clara Carmody

Business Manager: Bronwyn Kaye

Senior Business Executive: Alister Yuen

Concept, creative and artwork: Marketforce

Production: Adshel