Spanish State Lottery Print DO WHAT YOU WANT by Shackleton Spain

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DO WHAT YOU WANT

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Industry Lottery & Gambling
Media Print, Magazine & Newspaper
Market Spain
Agency Shackleton Spain
Art Director Tania Riera, Juan Carlos Álvarez
Copywriter Juan Nonzioli, Natalia Rodriguez
Account Supervisor Cristina Garcia
Released June 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: SPANISH STATE LOTTERY / LOTERÍAS Y APUESTAS DEL ESTADO
Product/Service: EUROMILLIONES
Agency: SHACKLETON
Chief Creative Director: Juan Nonzioli (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Brand Manager: Elvis Santos (Shackleton)
Account Supervisor: Cristina Garcia (Shackleton)
Account Executive: Tatiana González (Shackleton)
Copywriter: Juan Nonzioli (Shackleton)
Art Director: Tania Riera (Shackleton)
Copywriter: Natalia Rodríguez (Shackleton)
Art Director: Carlos Alvaréz (Shackleton)
Online Art Director: Tutu Nonzioli (Shackleton)
Online Art Director: Almudena González (Shackleton)
Online Copywriter: Teresa Galante (Shackleton)
Online Production Manager: Joaquín García Morato (Shackleton)
Online Programmer: Miguel Garcia Sanguino (Shackleton)
Online Programmer: Almudena Porras (Shackleton)
Online Programmer: Melisa Fernández (Shackleton)
Online Producer: Gonzalo Fernández (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Media placement: TV campaign - 1 spot - Spanish TV Channels - 24/10/2011
Media placement: Website - Internet - 24/10/2011 - Ongoing
Media placement: Radio Campaign - 3 Spots - Spanish Radio Stations - 24/10/2011
Media placement: Outdoor campaign - 1 ad - Outdoors in main Spanish cities - 24/10/2011
Media placement: Print campaign - 1 ad - Spanish Newspaper & Magazine - 24/10/2011
Media placement: Banner Campaign - 4 banners - Internet - 24/10/2011

Describe the objective of the promotion.

Euromillones is the Spanish State Lotteries’ biggest prize money giver. With over 250 years of history, it lacked a coherent brand image with clearly defined associated values. The objective was to boost sales but also to build a strong and recognisable personality associated with the product in order to maximise awareness.

The message conveyed was that Euromillones, with its €15m minimum jackpot and rollovers as high as 185m, undoubtedly gives away the most money. With this amount of cash in play, the strategy consisted of showing that, when you win, you can do absolutely anything you want.

Describe how the promotion developed from concept to implementation.
'Do what you want' is the highest expression of freedom: to play reality at your will, change whatever you don’t like with a simple gesture, go from the city to the beach in seconds -with a jackpot like the Euromilliones, the limits of physics and nature will blend to make your dreams come true.

A TV spot was the main piece, supported by radio, print, outdoor and a banner campaign, communicating a concept that would become even more tangible in the web www.hazloquequieras.es, where users could transform their dreams through algorithms into real numeric combinations to participate in Euromilliones.

Explain why the method of promotion was most relevant to the product or service.
Everyone loves the question: What would you do with a million dollars? This lottery campaign takes the possible answers to new levels of inspired freedom.

Forget just quitting your job and buying a fancy car. With rollovers as high as €185m, what you should really do is turn your boss into a circus clown, crash through your office wall to the great outdoors, where street signs will explode into confetti to celebrate your good fortune.

'Do what you want', says the tagline. It's all within your grasp. All you have to do is buy a ticket.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• Sales grew by 38%. (Source SELAE)
• Over 70,000 visits to the website in the first 2 months.
• 20,000 people generated their own combination with their wish.
• On YouTube, the video was seen over 75,000 times.
• The campaign’s musical theme, 'Fireflies' by Chris Garneau, jumped from 7th position to No.1 for the artist in Spotify.
• “Fun, whimsical new spot for Euromillones” – Creativity
• “Undeniably hypnotic, but also peculiar…maybe this is the next step in lottery advertising.” – Ad of the Day, Adweek