Instant Scratch-Its set to thrill with new #joyments brand campaign
Tatts Group Lotteries has revealed the first major repositioning of its Instant Scratch-Its brand in more than a decade with its new national #joyments campaign.
The campaign focusses on how Instant Scratch-Its deliver little moments of joy that brighten up Australians’ lives everyday.
The campaign will be predominantly supported by digital and social media advertising and activities, along with instore promotions throughout Instant Scratch-Its’ network of more than 4000 retailers.
The #joyments positioning will deliver a continuous platform for below-the-line marketing, with further above-the-line activities to be scheduled around key gifting periods of the year when Instant Scratch-Its sales peak.
To support the open-ended campaign, an initial four-week outdoor and digital advertising campaign will be rolled out nationally from 19 March.
A #joyments campaign microsite, www.joyments.com, has also been created that encourages Australians to share the small instances that made them smile.
Instant Scratch-Its Brand Portfolio Manager Jodie Milini said the #joyments campaign aimed to reinvigorate Instant Scratch-Its, a brand that had been living in the hearts and minds of Australians for more than three decades.
“For this campaign, we embarked on a journey of uncovering the true brand essence of Instant Scratch-Its and started talking to our customers about how they felt about their favourite games,” she said.
“Throughout our research, it became clear that the key was the emotional connection customers had to Instant Scratch-Its, making #joyments the ideal new brand positioning.
“#joyments are those little moments of joy you experience every day that make you smile, like hearing your favourite song on the radio or catching all the green lights on your way to work. #joyments give you the same wonderful feeling you get from having an Instant Scratch-Its ticket in your pocket.”
The launch of the new #joyments campaign comes as part of the ongoing development of new Instant Scratch-Its games and tickets aligned to customers’ needs.
“Our new strategy is based on people’s needs rather than price points. We know from our recent consumer research that our customers are in different mindsets when they are playing different types of tickets. We are developing our tickets from these insights,” Ms Milini said.
In 2016, about 150 Australians won more than $15 million in Instant Scratch-It top prizes.
Agencies involved in the creation and delivery of Instant Scratch-Its’ #joyments campaign:
Research agency: Colmar Brunton (led by Philippa Ung)
Creative agency: GPY&R Brisbane
Media agency: Carat (led by Gill Black)
To download the #joyments campaign video and images, visit:
About Instant Scratch-Its
The world’s first scratch off ticket with instant prizes was introduced in the USA in 1974 and into Australia in 1978.
Instant Scratch-Its are priced from $1 to $20. Within this price range there are a range of game types, from quick fun plays to extended play games.
Each ticket series or game has a specific prize structure consisting of several prize levels, ranging from top prizes of up to $1 million down to thousands of other smaller prizes. In most instances, the top prize represents approximately 10 per cent of the total prize pool available in that game.
Chances of winning on an Instant Scratch-Its ticket range from 1 in 2 to 1 in 4, which creates millions of moments of instant joy each year.
Tatts Group Lotteries operates and markets Australia’s leading lottery games in each jurisdiction under Golden Casket, NSW Lotteries, Tatts, SA Lotteries and Tatts NT. These games include Saturday Lotto, Monday and Wednesday Lotto, Powerball, Oz Lotto, Set for Life, Lucky Lotteries, The Pools and Instant Scratch-Its.
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