GPY&R dreams up millionaire vision in a scratch
George Patterson Y&R Brisbane has launched a print, digital and direct campaign to promote Scratch-Its with an “Instant millionaire” visual.
Brendan Greaney of GPY&R
It invites customers to scratch off the coating, revealing compare/contrast lifestyle scenes of revamped homes with swimming pools, luxury cars and homeware.
“It’s always fun to think about what you’d change if you won a million dollars,” said GPY&R Brisbane's Brendan Greaney.
“We thought it would be cool to let people do it by scratching.”
The campaign promotes Instant Scratch-Its top prize $1 million ticket.
"Buying an Instant Scratch-It has always been about treating yourself to a moment of fun. We like the idea that our advertising can do that too," said Nada McNamara, Tatts Lotteries brand portfolio manager.