The National Lottery has unveiled new Money Multiplier Scratch Cards, which offer players the chance to win up to a quarter of a million euro instantly.
Players scratch to reveal their numbers and a list of winning numbers; if they match any two sets of numbers, they instantly win a prize. If they also find a ‘x5’, ‘x10’, ‘x20’ or ‘x40’ symbol, they will win 5, 10, 20 or 40 times the prize shown.
The new Money Multiplier scratch cards have been designed to appeal to all players, all tastes and all pockets and are expected to attract new players and drive footfall into National Lottery agent stores nationwide.
The game range has been launched in a completely new way, with the ‘Multiplying like Rabbits’ campaign, starring #legendboy ‘Bunnydict Cumberhutch’.
The campaign, managed by DDFH&B, Starcom, RMG and Edelman, kicked off with a teaser phase to create intrigue and get the public talking.
Live rabbits were placed on the set of TV3’s 7 O’Clock show, while 'influencers' with deep social reach received their own #legendboy-branded Bunnydict Cumberhutch for their desk.
Meanwhile, partnerships with Joe.ie, Her.ie and Evoke.ie boosted the campaign’s online presence, while further conversation was generated by placing teasers at St. Stephen’s Green Shopping Centre and Dundrum Town Centre, as well as an RTE homepage takeover.
In the launch phase, the National Lottery created a TV ad communicating the instant joy that comes with ‘multiplying that instant winning feeling’, as well as revealing the campaign’s details on Facebook, Twitter and in store.
Niall Andrews, Head of Sales, National Lottery commented, "We are thrilled to launch our brand new family of Scratch Cards. We are sure that players will be excited to hear that these Scratch Cards offer an instant win of a quarter of a million euro.
"These Scratch Cards are another milestone in our innovation story and we hope they will become a core part of the portfolio in the same way All Cash has."
Money Multiplier Scratch Cards range from €2-€10, and are now available in National Lottery agent stores nationwide.
© 2016 - Checkout Magazine by Jenny Whelan.
