Lottery Instants Gifting

The National Lottery’s scratchcard brand wanted to encourage customers to purchase scratchcards as fun little gifts at key moments throughout the year. It also wanted to establish a more cheeky tone of voice across its press and in-store advertising.

My approach

Critical to answering the briefs was understanding the audience and the in-store environment. The copy needed to be fun but incredibly simple to digest, and certainly not too highbrow – especially with in-store dwell times averaging under a second. The trick was to use ‘everyday’ cheeky phrases, and give them a double meaning. Instant recognition. Instant fun!

My role – copywriter