A large retail chain used scratch cards to brand their new name in Austria

Opening a new market under a global identity is always a challenge, but a large retail chain in Austria turned it into a success story. Instead of relying only on flyers or digital ads, they used scratch cards as an interactive way to introduce their unified brand identity to customers.

The Goal: Capture Attention During the Expansion

Launching a brand into a new market often risks going unnoticed. Customers may miss a press release or overlook a standard announcement. The retail chain wanted to make sure that the move to its international brand name was highly visible, while also keeping the campaign fun and memorable.

The Scratch Card Strategy

Shoppers received branded scratch cards at checkout. Each card concealed both the new international brand name and the chance to win prizes. In this campaign, the scratch cards revealed the transition to JYSK, turning the expansion into an engaging and memorable experience. Customers actively engaged with the brand update instead of passively receiving the message.

Why It Worked

• High engagement: Scratching is fun and interactive, ensuring more customers paid attention.

• Memorability: Linking the reveal of the name with a prize made the moment unforgettable.

• Positive brand image: The campaign showed creativity and customer focus.

Results

The scratch card promotion successfully boosted awareness of the new unified brand in Austria. Customers remembered the experience, associated the expansion with excitement, and felt more connected to the company’s global identity.

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