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.
Media agency: Carat (WA) – Clara Carmody (senior business director), Bronwyn Kaye (business manager), Alister Yuen (senior business executive)
Concept, creative and artwork: Marketforce
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]