PRINCETON, N.J.--(BUSINESS WIRE)--Sep 7, 2018--September 7, 2018– Launched this week, Northstar New Jersey and PureRED, announce the rebranding of New Jersey Lottery’s Instant Games to Scratch-Offs via an advertising creative platform dubbed “Scratch-Offs Division” with a clever and humorous mix of characters that are charged with ‘giving away wheelbarrows and forklifts full of money.’ The teaser digital billboards ran in August with the headline “Helping Jersey Get Lucky 24/7.”

“We created a fictitious location called the ‘Scratch-Offs Division” with a quirky team who has crazy ideas for how to give money away through the Lucky 7’s New Jersey Lottery Scratch-Offs,” said Mark Borcherding, Creative Director of PureRED. “The Scratch-Offs Division was created as an ongoing umbrella campaign for all Scratch-Offs advertising moving forward. The Division is a fictional New Jersey Lottery team who are extremely dedicated and want to continue to develop new and fun opportunities to win lots of prizes,” Borcherding continued.

Through quantitative consumer research, PureRED and Northstar found that the majority of consumers polled referred to instant games as scratch-offs, thereby leading to the decision to rebrand the entire category of New Jersey lottery tickets. “‘Scratch-Offs’ is far-and-away the terminology our players use to talk about these tickets,” said Vince Smart, Senior Director of Marketing, Northstar New Jersey.

The Scratch-Offs Division Lucky 7’s campaign runs through October 1 via radio, TV, outdoor, digital video & banner ads, social media, cinema ads and out-of-home. The Scratch-Offs Division will also launch holiday tickets in November. Marketsmith, Inc. handled the media buy. Download campaign assets:

About PureRED

PureRED is a leading Digital Marketing Solutions Partner delivering strategic brand experiences and technology enabling solutions at all points of the consumer path to purchase. With more than 50 years of consumer and retail brand expertise, and in partnership with 15 of the top 25 U.S. retailers and consumer brands, we’ve seen firsthand the impact of moving digital to the center of today’s integrated marketing strategies. Today, we are leading our clients’ transformation and reengineering how they engage with their consumers — from go-to market integrated brand strategy to technology development and execution. PureRED clients include Lowe’s Home Improvement, Dollar General, Rite-Aid, Heinz, Arm & Hammer, Johnson & Johnson and Kimberly-Clark. For more about PureRED, visit

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PUB: 09/07/2018 09:01 AM/DISC: 09/07/2018 09:01 AM