Adshel Brings Lotterywest Scratchies To Life Across Perth Streets

Adshel Brings Lotterywest Scratchies To Life Across Perth Streets
B&T Magazine
By B&T Magazine



In a first-to-market for Australia, Adshel has used the power of ultra violet (UV) light and specialised custom paint to deliver a high-impact execution across Perth’s CBD for Lotterywest’s 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.

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.”

Lotterywest’s general manager of 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 four-week Adshel campaign launched on 6 March 2017, across bus shelters at St. Georges Terrace, Crawley, William Street and Northbridge in Perth. The wider Lotterywest ‘Scratchie Family’ campaign kicked off on 26 February 2017 across TV, digital and out-of-home media.

CREDITS

Media agency: Carat (WA) – Clara Carmody (senior business director), Bronwyn Kaye (business manager), Alister Yuen (senior business executive)

Concept, creative and artwork: Marketforce

Production: Adshel




Please login with linkedin to comment

Central Station Lotterywest Scratchie Family

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]