The first scratchable giant window ever launched in Italy: done in partnership with Upim stores (second largest department store in the country) as a part of a co-marketing with National Lotto.

I came up with this stunt idea when asked to launch a fun interactive experience for Upim customers over the Xmas holidays.

The idea was to partner with Scratch and Win (part of Lotto) and produce a larger than life shop window that people could scratch to win lottery prizes such as new Scratch and Win cards.

To have access to the wall you were required proof of purchase.

It was a win-win for all parties involved: Upim needed to boost sales, Lotto needed to generate awareness over the new Scratch and Win cards and customers received a fun, memorable experience in line with the Italian tradition of Christmas Lotto Games.