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