Ultra-violet paint which reveals hidden words at different times of the day changes the message of a new outdoor campaign for WA lottery company, Lotterywest.
The execution, created by Mindshare, features customised paint and black lights installed on outdoor Adshel shelters.
A day-time version of the panel reads ‘Mate. B’day. Scratchie. Sorted’, while at nighttime, the UV paint reveals the full sentence: ‘Mate. Got 300K for my b’day. Well I got a scratchie. And Won! Sorted.’
The UV sensitive paint reveals a hidden message.
David Roddick, sales and marketing director at Adshel said the campaign will “make an impact” based on its “youthful look and feel”.
“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,” Roddick said.
“It’s by pushing the boundaries in our sector that we start to think differently. By being challenged around the way we work, we develop and grow as a business, bring to life executions that create impact in market, and deliver better solutions for our clients, so we are very pleased with the latest outcomes for Lotterywest,” he added.
Honor Clarke, general manager for marketing and brand at Lotterywest added: “This is a unique campaign that plays on colloquial Aussie language, using bold and high-impact imagery to appeal to a youthful market.
“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 campaign is running across Perth bus shelters at St Georges Terrace, Crawley, William Street and Northbridge. The wider Lotterywest ‘Scratchie Family’ campaign, which began in February will run across TV and digital.
- Media agency: Carat WA: Clara Carmody (Senior Business Director), Bronwyn Kaye (Business Manager) and Alister Yuen (Senior Business Executive)
- Concept, creative and artwork: Marketforce
- Production: Adshel