Following the past three years concept "There's no bigger prize than sharing" we created a 20 minute short film called Danielle. A love story between a human (Daniel) and an alien (Danielle) who doesn't understand the value of money and that can't communicate properly. A lottery ticket will forever bind them and will make them discover that there's nothing bigger than sharing.

Apart from the short film, the campaign included:

-two TV commercials showing each character's point of view,

-Pieces of content that blurred the lines between fiction and reality, using influencers, radio shows, news media, guerrilla, auction platforms and even real billboards.

-A website for users to connect with others who unknowingly shared their lottery number, just like it happens in the film.

The film was aired for the first time at a cinema in Madrid, in a press conference with more than 100 different media attendees. From that moment on the film lived online, not only through the official Youtube channel but also through some of these TV channels' sites.

It even got to be a Global Trending Topic on the day of tis launch.

To add more content to the story we launched two tv spot that showed each character's point of view about it.

After the launch, influencers and real news media spread pieces of content that blurred the lines between reality and fiction, making consumers think that the story was happening for real. And even more when nature helped us by sending a rock from another galaxy to the solar system...

All pieces directed to a website where users could connect with others who unknowingly shared their lottery number.

-The campaign got +18 million views in total.

-It was global trending topic.

-It got more than 5.35 billion media impressions.

-It got more than €5.5 million in earned media.

-More than 200.000 visits to the website, generating thousands of connections among consumers, and helping online sales increase remarkably.

-And sales got to a new record, getting to €2.760.000.000, 3,21% more than the previous year, which means a €88.560.000 increase.