Val Morgan Outdoor in partnership with Gold Lotto, TattsLotto, Lotto and X Lotto this week launch a digital out-of-home custom built activation in NSW, VIC, QLD and SA to promote the $20 Million Halloween Superdraw.
Val Morgan Outdoor managing director Anthony Deeble commented: “Interactive, custom designed activations such as this one, fast-track the way advertisers are able to engage audiences. Allowing them to reach their loyal customers in more meaningful ways as well as encourage trial and raise awareness.”
The activation features a stand-alone 55 inch portrait screen incased in custom built, Halloween Superdraw branded housing. The creative features a zombie animated character that invites customers (18 years and over) to play a game of “trick or treat”. The participant rings a doorbell to get a chance at winning an entry into the $20 Million Superdraw.
The doorbell is programmed through Val Morgan Outdoor’s market-leading ad serving system to randomly offer participants a ‘trick’ or a ‘treat’. The algorithm is reset every three minutes so the campaign is truly a game of chance. The ad serving system will also deliver localised content to four different states over the campaign period as well as host a countdown to the draw across the wider Val Morgan Outdoor screen network.
Deeble added: “In the past year, we’ve invested in a market-leading ad serving platform that delivers greater dynamic Local Area Marketing opportunities, demonstrating our commitment to delivering innovative digital solutions that will deepen brand experiences for our clients.”
Each of the four custom built units feature a thermal printer that will print the ‘tricks’ while a Brand Ambassador gives away the ‘treats’ – a ticket into the Superdraw.
Kristin Fairley, brand portfolio manager Tatts Lotteries commented: “We are very excited to be partnering with Val Morgan Outdoor to produce an engaging brand activation to promote our $20 Million Halloween Superdraw and to provide customers with a fun and interactive experience in the retail environment.”
This activation has been the collaborative effort between Val Morgan Outdoor, Carat, Posterscope and GPY&R to play on the themed event of Halloween and tap into an infrequent Lotto audience.
The Halloween Superdraw activation is in market for ten days from Thursday 23 October until Saturday 31 October.