We created a new concept for El Gordo, the Xmas National Lottery: There’s no bigger price than sharing, and an animated short film with a character: Justino. A night guard at a mannequin factory, someone who can’t share with others because of his shift.

As the campaign only lasts one month, it was key for us to keep people engaged with Justino. To do that, we developed characters social networks.

The Mannequin Factory had a Facebook page that people could follow during the day, enjoying different points of view from the characters in the film that reproduced the short’s timeline. Same thing happened with Justino´s Instagram account, where you could follow his nights at the Factory and the interaction with his co-workers. Also, new content related to current events like premieres (Star Wars) or match days (Real Madrid – Barcelona). The correlation between what was happening on social networks and the animated short film kept people involved in our characters story.

It was the first time that a short film was broadcasted entirely and simultaniously in all Spanish tv channels.

But the day before, we prelaunched it on Youtube with great success reaching 1M views within the first day and becoming Spain’s nº1 Trending topic and 5th in the world. This helped drive the interaction in social networks where there was a constant day and night flow of content.

Within a month, the story was viewed over 17,9 million times.

More than 100.000 people followed Justino´s nights and his coworkers days on his own Instagram and Facebook accounts; a solid community created in only 38 days, with which Justino won the Facebook Awards EMEA.

The engagement rate of his Instagram was 29.6%, doubling the top brands in the world. 91% of our followers interacted with us.

The video generated +150.000 shares, creating conversations valued in more tan 44MM € in earned media. Sales increased 4.52 % reaching 2.583.671.480 €, wich means an amazing 55.42€ per Spaniard. We sold 129.183.574 tickets (Data: YouTube, Facebook, Instagram, Loterías and Quintly).

With this case we have demonstrated that good stories are universal, good characters are loved, and good content is shared.

It’s amazing how people can end up treating a fictional character as if it was real, spending hours interacting with him.?Let's give people something they really want to watch, and they'll come looking for it regardless of the media plan we have. Even more, they’ll become brand believers and act as advocators, multiplying the reach of your message and ultimately the effect of the campaign. At least, this has been our experience with Justino.