In Spain, every radio station has “hourly signals” which are 5 distinctive beeps followed by a radio host saying the exact time every hour. The creative idea was to develop our own “hourly signals”, creating our own beeps of repetitive noises of something you might be doing if you have won a Euromillions prize because you have all the time in the world: laughing, singing, yawning… The traditional “hourly signals” format was followed, which was important for audiences to identify what they were hearing but at the same time create notoriety with the humorous message. These radio spots were part of a campaign that included TV, OOH, print, radio, internet and PoS.

As the sales data shows, during the Euromillions campaign week, the percentage of sales of this product increased considerably:

+30.18% versus the previous week (week11) of 2013, when no campaign was being aired

+20.37% versus sales from the same week (week12) of the previous year 2012

This comes to show that the advertising campaign had a positive effect on sales.