SPANISH CHRISTMAS LOTTERY
Reinventing Christmas Campaigns
Leo Burnett gave a turn to Christmas campaigns in Spain. This is one of the most remembered.
After years with declines in number sales for the Christmas Draw. The Spanish Lottery wanted to renew their communication. Our agency opted to present a truly emotional Christmas campaign of proportions never seen before, in order to cut with all the above.
And Lotteries loved it.
The Art Direction was based on classic tales cover styles.
The campaign told a very Charles Dickens style Christmas Tale. So we decided to focus the art direction on transmitting that we were facing an authentic Christmas story brought to our days. To do this, we rely on old typographies and designs mixed with a modern color grading and photography, to make a perfect mix.
The resulting materials were displayed on Lottery shops, TV, a website, online and offline materials and the final Christmas Lottery Draw event.
Several stories within the same story
There were details that were not explained in the main story but that further enriched the brand experience. Consequently, we designed an immersive online experience where people, could enter the bar of the story, called "El Bar de Antonio" (Antonio's Bar). Users could inmerse in the lives of their characters finding extra and unreleased contents, but also submit their own christmas stories or share their numbers with friends and family.
The most viral Lottery Campaign in the history of Spain?
8 million people saw "The Biggest Prize is Sharing It" and spontaneously generated more than 5000 spoofs. In addition, it was a trending topic for 3 consecutive days and generated an impact on media worth € 7.4 million.
As a result, Lottery sales increased by € 110 million compared to the previous year, after six consecutive years of decline.
