Speaking about this insight we launched a question " What if the Christmas Lottery Gordo falls here? ". But where it is here? We wanted to communicate that “here” could be anywhere in our country. To communicate this idea, we changed the name of several villages. For one day they were named "Here". But we did not change only the name, we changed a lot of things, the local soccer team name, the bus route, even the local dishes. And we did it not only in outdoor but also on national tv , changing the TV weather report. All with the purpose to remind people that luck can fall anywhere. Here, here, here or here.

We launch the campaign just before the start of the holiday season. It took place in several Spanish villages as a non conventional outdoor campaign. We changed everything where we would find the name of that village. From postcards, to tshirts. From street names, to bar names. From soccer teams, to bus routes. Locals and visitors reactions were good enough to make an online video who went viral an generated buzz in all kind of media. We used the mayors as our spokepersons as well. We also did conventional outdoor , print, radio and special actions on TV, like changing the Weather forecast (every town in Spain was named “Here”.

The average Xmas Lottery spend was increased to an amazing 55,42 € per Spaniard. Sales in holiday season were a 33,70 % of the total amount, an increase of a 5% over the previous year.