CONTEXT

In Spain, tickets numbers are divided into tenths, so families and friends buy tickets with the same number. This means that if they win, they all win together. This particularity has created a huge social phenomenon: everyone shares numbers with their closed ones. Yet the people’s bond with this Lottery has deteriorated over time.

Challenge

To re-establish the bond between the Loteria de Navidad (Spanish Christmas lottery) and the emotional values traditionally attached to this historic prize draw beyond the mere economic benefits.

To face this challenge, we built a Brand Purpose for the Spanish Christmas lottery that would revitalize a strong conviction:

“EL GORDO DE NAVIDAD” LOTTERY believes in the Christmas spirit and in the way that Spanish people both live it and share it with others.

“EL GORDO DE NAVIDAD” detonates that same spirit every year at Christmas, making it possible for people to feel the emotion of sharing above and beyond the prizes themselves.

THERE’S NO BIGGER PRIZE THAN SHARING.

THE MAGIC IS IN THE PRODUCT

We decided to focus on the customs, mechanics and anecdotes generated by the game and the 10th share tickets bought among Spanish people, but also on the day-to-day reality of normal people, in an environment where the cultural fuel has been tainted with corruption scandals and a crisis of values.

Here is where “sharing” acquires an even more significant relevance and meaning.

The campaign was a complete story about generosity.

The TV spot told Manuel’s story, a guy who didn’t buy a ticket the year all his friends won the big prize. When he goes to congratulate them, something extraordinary happens: Antonio had been saving a tenth for him. The website was an immersive interactive experience where we discovered the stories of other winners.

RESULTS HIGHLIGHTS

• IMPACT AND AWARENESS: Awareness indexes rose from 139th position to 2nd position in just five days. We maintained that position throughout the five weeks of the campaign. Awareness levels multiplied nine fold: from 3.13% of yearly average mentions to 27.33% of mentions.

• VIRAL POTENTIAL: THE MOST VIEWED CAMPAIGN IN THE HISTORY OF SPANISH ADVERTISING: 8,716,286 views + 5 million views of parodies (Memes).

• TRENDING TOPIC FOR 3 DAYS IN SPAIN.

• POST-CAMPAIGN RESEARCH

? Awareness of 92%.

? The lottery most played in the last 3 months: 74%, +2p. over 2013.

? Preference increased (40%) by +21p.

? 51% recall advertising (96% on TV 42% on Internet).

? EMPATHY: People liked the television ad more than in previous years (59% versus 18% in 2013).

? PERSUASION: The TV ad led people to buying a lottery ticket more often than in previous campaigns (45%, compared to 26% in 2013, 37% in 2012 and 33% in 2011)

COMMERCIAL RESULTS

Even though the total sales of the lotteries run by LAE continued falling in 2014: - 0.85% versus 2013, sales of the Sorteo de Navidad (Christmas Lottery) 2014 increased + 4.64%

Equivalent to + 5,500,000 decimo (10th share) lottery tickets = + €110 million in ticket sales revenues.