scratchcard printing
6 popular scratch card promotions from big high street names

6 popular scratch card promotions from big high street names

When we talk about scratch card promotions with customers they can often get stuck on campaign ideas. To help inspire your scratch card marketing we’ve brought together a range of popular campaigns from big high street names.

In order to demonstrate how versatile scratch card marketing can be we selected brands from very different industries, all using scratch cards to achieve variety of objectives.

Dove use scratch card promotions to start a conversation.

Dove wanted women to understand body washes aren’t all created equal and show that other body washes scratch your skin and strip away essential nutrients. The challenge put forth was to bring a problem women didn’t realise existed to life and position Dove Body Wash as the best solution to that problem.

With the help of marketers Oglivy and Mather, Dove created a Scratch Card that women inadvertently scratched skin right off and only then did they realise the message behind the scratch card.

The goal of this campaign was word of mouth, so cards were sent  to 500 of the most influential lifestyle bloggers in Canada with the intention of them sharing the news with their friends and followers.

Dove Scratch Card Promotions
Dove Body Wash’s Share of Conversation increased to 93% (13% pts over objective), they reached 1.8 million impressions with the help of the BlissDom bloggers, and received over 200 tweets from women saying why they wanted to switch to Dove Body Wash.

Lidl use scratch card promotions to increase sales and brand identity.

Global discount supermarket chain, Lidl operates over 10,000 stores across Europe. The brand are also ‘official supermarket of the England team’ and partners of the FA skills programme.

Capitalising on the football season the chain of stores created a scratch card competition, increasing spending and generate hype.

Playing on the famous BBC show Match of the Day the store created a scratch card competition Scratch of the Day.

When customers spent £20 or more in store they received a Scratch Card, with the chance to win an in-store reward or even a family holiday to Barcelona.

The cards would reveal a unique code that could entered into the website to for the ‘chance to win one of our fantastic footy prizes’.

Lidl Scratch Card Promotions

Capital FM use scratch card promotions to engage new listeners.

UK’s Music Station Capital FM wanted to carry out a national marketing campaign to attract listeners. They created a competition targeting large companies and encouraging engagement.

Each region targeted in the UK required frequency specific artwork, with a split of prize options for the chosen winning cards. The cards were then handed out to companies who could tune in and discover if they had a winning card which would offer a selection of rewards for their workmates.

Capital FM Scratch Card Promotions

Ryanair use scratch card promotions for philanthropic work.

Irish low-cost airline Ryanair Irish use scratch cards to improve their corporate social responsibility as well as offer entertainment for passengers.

The company sell scratch cards for just €2 and passengers have the chance to win cash, luxury cars, or even scoop a whopping €1 million. Proceeds from the sale of the scratch cards go to support the numerous children’s charities the airline partner with.

Although in the past Ryanair scratch cards games have come under criticism there is no disputing the good they have achieved by donating thousands to charities and children in need.

Ryan Air Scratch Card Promotions

Nasty Gal use scratch card promotions in store opening.

Nasty Gal is an American retailer that specialises in fashion for young women were launching their 2nd bricks and mortar store and were looking to attract customers to the opening.

To do this they created a scratch off promotion to match their in store, artwork, signage and bags.

The young, trendy and sexy campaign, created extra excitement around the brand and was in keeping with the Nasty Gals image. The scratch off promotion was a hit and their store opening was a huge success.

Nasty Gal Scratch Card Promotions

Pizza Hut use scratch card promotions to increase returning customer.

American restaurant franchise Pizza Hut wanted to increase home delivery sales and stand out from competitors. To do this they decided to create a scratch card marketing campaign.

They created a scratch and match competition. where customers had to find three of the same symbols out of nine panels. The cards were attached to delivery boxes, winners received money off coupons to drive future delivery sales.

Pizza Hut Scratch Card Promotions

Browns use creative scratch card promotion for brand relaunch

Browns use creative scratch card promotion for brand relaunch

Browns Scratch card promotion sample
Brown scratch card promotion - brand relaunch window display

How Browns used a scratch card marketing campaign for their big brand relaunch

This Monday London’s most iconic boutique Browns revealed its new branding with the world’s largest physical scratch card promotion.

To launch their new look the Browns South Molton Street store was transformed into a giant Scratch Card. Members of the public were invited to scratch the windows to reveal winning prizes such as season’s must-have Balenciaga shopping bag.

The show stopping window scratch cards are part of a wider scratch card promotion that involves influencers, VIP customers and media receiving a gift-box including a traditional sized scratch card, with the new logo revealed through scratching off the old logo which is overlaid on top.

This card specification appears to be a fullwidth latex print with a single colour overprint and full colour print onto the artboard, it falls in our bespoke range.

scratch card promotion - Browns swing tag logo redesign
scratch card promotion - Browns shopping bag logo redesign
scratch card promotion - Browns gift box logo redesign

The Rebrand

The new logo has been launched across its logo, packaging, store design and website. Browns collaborated with former Vogue creative director Robin Derrick to recreate their image.

He said: ‘Browns has a tradition of modernity and the new branding needed to reflect that past while emphasising the future. The bluntly cut serif logo is traditional but disruptive. We wanted to offset this with an elegant and modern feel to the printed material.’

Previously on Proactive Marketing we have spoken about the importance of a successful rebrand. Not just thinking about pretty design but also new services. Browns have simultaneously changed all online and offline elements as well as taking the brand in a more contemporary direction.

If you are interested in using scratch card promotion for an up an coming marketing campaign or relaunch please get in touch with one of our friendly team to discuss the best campaign design for your business. Alternatively download our quick start guide to printing scratch cards.

Experienced scratch card printers get the best results

Experienced scratch card printers get the best results

How to find scratch card printers you can trust

You may have used a local print shop to run off a few business leaflets and posters for you, but do you really think they would be able to handle such a complex job as printing promotional scratch cards? No, of course not. This is why you should only trust dedicated scratch card printers with the right equipment and plenty of experience to manage your printing job.

Scratch cards are currently one of the most effective ways to promote your business. They are unique, intriguing, fun and interactive. Smart businesses are already using them to boost sales, grow revenue and draw in new customers as well as helping to retain their current ones. However, not all printers are equipped to handle scratch card printing and the specialist processes required to process such jobs.

Companies who use the best scratch card printers can achieve better results from their promotional campaigns. Building stronger relationships with their customers and providing a better ROI.

How to the achieve better results?

Bespoke Scratch Card Printers, A6, Gloss Laminated

Don’t risk being let down

Price is always an important factor when choosing a printer to work with on your campaign, but this should never be the deciding factor (you’re probably thinking we’re biased? But, in our 15 years of commercial printing and design experience we have picked up the pieces from poorly produced jobs on more than one occasion).

Going by price alone can risk you not achieving your desired results. If you receive a scratch card quote from a printer that is significantly lower than any other, beware! That printer may not completely understand the campaign and/or process to best deliver it.


Using a inexperienced or ill-equipped printer to create your scratch card campaign could incur more costs in the long run, or worse result in a fault or disastrous campaign. In 2011, Ryanair had a profile PR disaster due to a scratch card printing error.

Things to look out for to help you choose a good quality scratch card printing company:

1: Experience: look at the range and variety of projects that the company has produced, request scratch card samples and make a judgement on the quality of their work for yourself.

2. Scratch card options: Can the company offer customisable sizes and shapes variable data printing, individual numbering, security printing, Kitting, coloured latex, latex overprinting etc.

3. Competitive pricing: Beware of cheap, unsubstantiated printing quotes

4. Guidance and advice: An experienced printer will be able to guide you through the entire scratch card production process. From game design to final print and delivery, they should be able to advise you about your choices and suggest suitable improvements (if necessary) so that your campaign achieves the best possible results. Building a good relationship allows you to understand how you can work together to create high-quality targeted campaigns.

You’ve chosen your scratch card printers, what happens next?

Ask yourself what you want to achieve from your campaign. An good scratch card company will understand your needs and add value to your campaign. They will provide product options, supply scratch card samples and explain to you how your cards will be produced.

An experienced scratch card printer will be familiar in every aspect of production from design and planning to statistical analysis and security measures.

If you have never run a scratch card campaign before then a good printer will be able to design and print a campaign that will meet all your promotional objectives. Experienced printers will have handled most game formats before so will be able to offer some sound advice for the novice marketer.

Security plays a major part in any scratch card promotional campaign. No matter whether you are giving away hundreds of low value prizes or a top prize worth thousands of pounds, your printer will be able to support and aid you in all legal and security measures to prevent fraud or forgery.

If you are interested in finding out more about using scratch cards to promote your business, then why not take a look at our free guide: How to promote your business with scratch cards.

Download: The ultimate promotional scratch card guide

Download: The ultimate promotional scratch card guide

Your easy to use promotional scratch card guide

Ever gone into a local shop for a carton of milk and come away with milk plus a scratch card?

No one can resist the lure of a scratch card.

Here in the UK, the National Lottery run a number of scratch card games with prizes running from £12,000 up to £4 million.  And while businesses can’t compete with this level of prizes, promotional scratch card printing can be a great marketing tool to engage with new and existing customers. If you are about to design a new scratch card campaign for your company then you need to read this promotional scratch card guide.

Designing your scratch card campaign

While it may seem like a fun game, scratch cards are a form of marketing. Therefore, you should plan out your project just like any other marketing campaign.  To help plan your campaign use our FREE promotional scratch card guide.

Things to consider:

• define your target audience, are you targeting new or existing customers?
• are you seeking to build your customer base or encourage customer loyalty?
• where will you be running your campaign?

All these factors depend on your business and what kind of products or services you offer, but there are a wide variety of campaign set ups and scratch card designs to help you achieve your marketing goal.

You may be thinking of using scratch cards to promote sales but promotional scratch card printing can also be used for:

• encouraging customers to join a mailing list,
• driving footfall to shops or your exhibition stand at a trade show,
• building excitement through competitions,
• offering a free trial of a product
• offering a free consultation for your services

Download our FREE quick start guide to scratch card printing

Scratch Card Printing - Download this quick start guide to printing scratchcards

Quickly work through some basic questions to help you map out your requirements.

Sound good?

Using multiple scratch card prizes

One of the reasons that lottery scratch cards are so popular is because they have a far higher chance of winning a prize than a lottery ticket and it’s instant.  You might only win back the £1 it cost you, but it feels good to win and there is always the elusive chance of a massive pay-out. There is some evidence that taking part in the game provides as much of a euphoric feeling as the actual winning, so creating a compelling concept is imperative to get full value. So, when you are considering your scratch card campaign, try to think along the same lines.

Make you customers feel good, let them win!

Can you offer one big prize and some smaller ones?  The more chance people have to win something, the more interested they’ll be in the scratch card and your brand.

Another advantage to this concept is that you can build in the ability to cross-sell, up-sell or promote extra prizes. You could offer a money off voucher for your own products as secondary prizes or special offers such as 2 for 1 on bestselling products.  You could even offer an access code for exclusive offers or other giveaways as a runner-up prize. Learn more about campaign prize structures and the best one for your business goals with our FREE promotional scratch card guide.

Organising the giveaway

Using an experienced scratch card printer to help you organise the production of the card will guarantee that simple (but important) criteria are not overlooked. Packing the cards in a way that means prizes are spread randomly is hugely important for high value games.

At one time, unique numbering was used to validate a scratch card and to receive its prize but there are now other strategies to be used. The end result means that the production of the scratch cards can be more cost effective to the business and still have the same appeal to the customer.

Using scratch cards as marketing is a fun, colourful and eye catching way to grab customer’s attention. It appeals to our desire to get something for nothing and to risk getting nothing for the chance of a big prize. Therefore, done with the help of promotional scratch card printing experts, it can be a major benefit for a business and potentially create a whole new list of customers and hot leads.