Raspadinha do Rio is a traditional scratch lottery in Brazil. Our objective was to promote its one Real tickets at the news stands, which became their only sale channel in 2010, since sales in lottery agencies were interrupted.

The idea came from the fact that, through Raspadinha do Rio, you only need to save one Real to make dreams come true, such as a house or a car. So, people wouldn’t need the common piggy bank, traditionally big. That’s why we created the “One Real Piggy Bank”, of only 3.8cm.

Piggy banks are very traditional in Brazil, but no one had ever seen it that small. In addition to the impact caused by the piece, the target audience was reached at the point of sale, generating in many cases immediate sales of the product. It was distributed throughout hundreds of newsstands, bringing brand and trade’s relationship closer. As it was a unique gift, Raspadinha do Rio’s brand was also taken into thousands of homes. The gift was so successful that its first lot ran out in a fresh and a new batch of more than 15.000 units was necessary.