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The National Lottery Scratch cards campaign aimed to drive awareness of Scratch card’s and the fact that every month €8million is won in Scratch Card prizes.
The age demographic who tend to buy scratch cards is a lot older therefore we wanted to appeal to the younger audience on Scratch cards and bring them top of mind while also reaching out to the wider community.

We incorporated a high impact interactive ad placement on the site with standout from the usual flash formats in order to engage the user.

Tandem ad formats were used on Independent.ie to scratch and reveal the monthly prize value.