Reversing the national trend - Instant Scratch-Its

Robert Kent, Roland Fuhrmann

The campaign demonstrated that it is possible to reverse the national trend in instant lottery sales.

'Reversing the National Trend' – Instant Scratch-Its

Robert Kent andRoland Fuhrmann

1. OVERVIEW

This case history details the 'Winners Campaign' created by Mojo Partners Brisbane for 'Instant Scratch-Its', the instant lottery brand marketed by Queensland’s Golden Casket’ Lottery Corporation (State Lottery Office).

Sales of Instant Scratch-Its had been in decline in Queensland for four years prior to the launch of the campaign in August 1996. This period coincided with an unprecedented increase in competition within the Queensland gaming market. This came from the introduction of poker machines, opening of two new casinos, proliferation of Pub Tab outlets, launch...

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