August 2005

NSW Lotteries first realised the impact of marketing to culturally diverse communities as early as 1992, when the Year of the Monkey Instant Scratchie was issued.  The Lunar New Year is widely celebrated by the Chinese and Vietnamese communities of Australia.

Instant Scratchies used professional Chinese designers to develop the creative concepts for the ticket.  These designs were then “taken to the streets” for testing.  Chinese and Vietnamese speakers interviewed members of the communities to gain direct feedback. Opinions were sought on how the design of the Monkey, colours and symbols used could be made more attractive. 

Based on the research findings, the Lucky Monkey ticket was developed and promoted using Chinese and Vietnamese radio and press.  The ticket was a huge success - 99.2% of the tickets were sold.

In the 12 years since NSW Lotteries launched the Lunar New Year Scratchies, the campaign has grown in sophistication. 

“One of our country’s greatest assets is the diversity of our community and the wide range of cultural traditions we can draw on. When we share and understand those traditions we are helping to build a stronger, more cohesive society,” said Darren Potter, Product Manager Instant Scatchies

In expanding its multicultural marketing activity NSW Lotteries has also sponsored two popular Chinese radio programs on Feng Shui, throughout the year.  New campaigns have been developed to support other Instant Scratchie games and promotions with press material always provided in Mandarin, Cantonese and Vietnamese to maximise use by the ethnic media.  Print advertisements also feature spot red, traditionally a lucky colour for the Chinese, and the colour associated with the New Year.

However, the Lunar New Year ticket continues to be a key multicultural initiative and a very popular game amongst Scratchie players. The creative design has always been important to the success of the game.  Jessie Wong, Managing Director of Multicultural Marketing and Management, who have helped create many of the New Year tickets says: The Chinese and Vietnamese speaking communities are looking for symbols of luck and are motivated by the excitement of the season to play.  Instant Scratchies’ Lunar New Year tickets have become an annual tradition

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