Bling Bling is the name of the Austrian Lotteries new scratch card. It is being promoted across a uniquely creative advertising staging, by means of a concourse-total branding, in interaction with Gewista Digital City Lights in Vienna, Salzburg and Graz. The Out of Home-Mediamix also uses placards and City Lights in a national distribution.
The new scratch card, with which cash amounts of 2 to 25.000 Euros can be won, is presented, not only on the placard and City Light media, but also via an interactive & ambient media staging – a bus/tram shelter total branding – by Gewista. The concourse, including the completely laminated glass surfaces and the City Lights, displays a scratch free look in its entirety. The highlight of the staging: In one of the City Lights, a photo kiosk with camera is installed, which is operated by a touch screen. Passers-by can photograph themselves and choose from different background images in a Bling Bling style.
The best photos will be displayed continuously on Digital City Lights. The campaign will run in Vienna, at the concourse on Opernring 1/ in addition to Digital City Lights at the location of U-Bahnhof (underground station) Stephanplatz, from 06.09-12.09; in the concourse in Salzburg at Josef Preis Allee/Karl Weiser Platz/ including the Digital City Lights display, from 13.09-19.09, at all 11 locations in Salzburg. The campaign will, likewise, be on display in Graz, in the concourse on Halbärthgasse, opposite the university/ as well as on all 11 digital screens in Graz, in the time period of 20.09-26.09.
As Andrea Groh, CSO at Gewista says, “concourse brandings, as an Out of Home form of advertising, enable ever more diverse and creative design opportunities, which the Gewista “Innovative & Ambient Media” Team can develop and implement, in collaboration with our clients. The Austrian Lotteries are making optimal use of the great spectrum of this advertising form for the promotion of their new Bling Bling scratch cards, by means of a concourse-total branding and by topping the whole event off with a teleprompter-campaign that interacts with Digital City Lights. The choice of wide-reaching, prime locations in Vienna, Salzburg and Graz bestow an extremely high sustainability value on this promotional eye-catcher for the recipient.”
vlnr.: Karin Swoboda-Modler (ÖL), Heidi Kramess (PKP), Franz Brandstetter (ÖL), Martina Bertagnoli (ÖL), Nina Mayer (ÖL), Andrea Groh (CSO Gewista), Natascha Poropatis (Gewista), Elisabeth Lambing (Dentsu)
Contracting Client: Österreichische Lotterien GmbH
Media Agency: OmniMedia GmbH
Creative Agency: PKP BBDO Advertising Agency GmbH
Advertising Form/Out of Home – Mediamix:
• Concourse in Total Look with City Lights, installed photo kiosk with touch screen and camera. Photos taken will be displayed on Digital City Lights.
Duration and Locations:
• 06.09-12.09; Vienna, Opernring 1
• 13.09-19.09; Salzburg, Josef Preis Allee/Karl Weiser Platz
• 20.09-26.09; Graz, Halbärthgasse opposite the university
• Classic paper placard sheets/national
• City Light/national
• Digital City Lights in Vienna, Salzburg and Graz (10 second intervals)
Christian Brandt-Di Maio
Corporate Communications Manager/Pressesprecher
Mobil: +436641000 807