Client: MOA

Project Title: Anniversary Scratch-Off Giveaway

Project Type: Experiential, Print

Year: 2025

An interactive anniversary campaign designed to drive repeat visits and increase engagement.

OVERVIEW

The Idea

Instead of a passive promotion, I introduced a scratch-off card system to gamify the dining experience while increasing anniversary reservation numbers.

Each customer received a card with rewards, ranging from small to higher-value prizes.

This created a sense of anticipation and gave customers a reason to return.

Execution

The scratch-off cards were designed to fit with the brand while standing out as a unique part within the dining experience.

  • Clear hierarchy for rewards and instructions

  • Layouts designed to build anticipation

  • Print format to enhance tactile interaction

Handing them out in-store supported the campaign without disrupting the overall experience.

Implementation:

Print Collateral (Scratch-off Cards)

In-Store Campaign

Experiential

Strategy

Focusing on Interaction
People ignore discounts, so encourage participation to make it engaging.

Repeatable Behavior
Tie rewards to future visits instead of a single conversion on the day of.

The Results

The campaign increased engagement and repeat visits by turning a standard promotion into a more interactive experience.

Its success led to the concept being brought back annually and adapted for future use.