Based on our background, we created a new concept for El Gordo, the Xmas National Lottery: There’s no bigger price than sharing, we launched an animated short film starred by Justino. A night guard at a mannequin factory. Someone who can’t share with others because he works the night shift.

We had our animated short film but, as the campaign only lasts one month, it was key for us to keep people engaged with Justino, our main character. To do that, we extended the campaign to social media.

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.

Within a month, the story was viewed over 16 million times.

More than 100.000 people followed Justino´s nights and his coworkers days on his own Instagram and Facebook accounts.

The campaign was #1 trending topic in Spain and 5th in the world, the engagement rate of his Instagram was 29.6%, doubling the top brands in the world.

The video generated +150.000 shares, and the average Xmas Lottery spend was increased to an amazing 55,42 € per Spaniard.

Data: YouTube, Facebook, Instagram, Loterías and Quintly (Engagement)