Christmas is generally all about the big impressions, even if we like to fool ourselves into believing it's all about family and friends. Adland knows this all too well, so in the week leading up to Christmas, while everyone else was busy wrapping their presents, Tatts Lotteries wrapped a few of their own to Australians to add Instant Scratch-Its to their Christmas shopping list in a rather eye-catching campaign from GPY&R Brisbane.
The “Little Gifts, Big Wins” campaign from GPY&R saw gift-wrapped luxury boats and cars being driven around major Australian roads
The “Little Gifts, Big Wins” out-of-home campaign featured large gift-wrapped Christmas presents including luxury boats and cars being driven around major roads, shopping precincts and landmark destinations in Melbourne, Sydney and Brisbane during the seven days leading up to Christmas. The idea was to show how the little Christmas gift of an Instant Scratch-Its ticket could turn into a big win. Considering how scratch cards have become something of a modern traditional Christmas gift in recent years, it was a very smart move concept wise, and we can't knock the execution or the ambition behind it!
Tatts Lotteries head of marketing Karine Mac said: “Instant Scratch-Its tickets are the perfect last-minute gift. This year we wanted to remind Christmas shoppers that a fun little present could turn into a top prize win.” GPY&R Brisbane ECD Brendan Greaney, added: “Breaking through shopping centre clutter is difficult at the best of times, and almost impossible at Christmas. So we thought we’d give people a little reminder while they’re on their way to the shops.”
The eye-catching mobile installations were brought to life in collaboration with the teams at ApolloNation, Carat and oOh! Edge
The eye-catching mobile installations were brought to life in collaboration with the teams at ApolloNation and oOh! Edge, and included a gift-wrapped cruiser topped by a huge bow, which proved something of a talking point amongst passers-by. GPY&R worked with Carat to put the out of home campaign, together while everyone had giving and getting on their mind. Its aim was to remind people that Instant Scratch-Its tickets are the perfect last-minute gift.
