Spanish State Lottery Print GUTI'S QUINIELA by Shackleton Spain

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Industry Lottery & Gambling
Media Print, Magazine & Newspaper
Market Spain
Agency Shackleton Spain
Copywriter Juan Silva
Digital Creative Director Antonio Herrero
Released April 2012

Credits & Description

Category: Entertainment & Leisure
Product/Service: LA QUINIELA
Executive Creative Director: Juan Silva (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Copywriter: Juan Silva (Shackleton)
Digital Creative Director: Antonio Herrero (Shackleton)
Digital Art Director: Almudena Gonzalez (Shackleton)
Digital Art Director: Beatriz Rodriguez (Shackleton)
Digital Copywriter: Teresa Galante (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Iraida Martinez (Shackleton)
Brand Manager: Elvis Santos (Shackleton)
Accoun Executive: Tatiana Gonzalez (Shackleton)
Executive Social Media Director: Coque Pons (Shackleton)
Social Media Brand Manager: Elena Ibáñez (Shackleton)
Public Relations Manager: Barbara Berraondo (Shackleton)
Social Media Account Executive: Paula Gomez (Shackleton)
Digital Production Manager: Gonzalo Fernandez De Cordoba (Shackleton)
Digital Front-end Programmer: Almudena Porras (Shackleton)
Digital Creative Programmer: Miguel Garcia Sanguino (Shackleton)
Digital Back-end Programmer: Ana Pinedo (Shackleton)
Digital Front-end Programmer: Javier Baonza (Shackleton)
Media placement: Viral Video - Internet, Social Media, Website - 20 April 2012
Media placement: Website - Internet - 20 April 2012
Media placement: Banner Campaign - Internet - 23 April 2012
Media placement: PR 2.0 - National Media, Social Networks, Bloggers, Etc - 20 April 2012

Describe the objective of the promotion.
The Quiniela is one of Spanish State Lotteries’ oldest games. It has been around for 65 years and is an integral part of every Spaniard's DNA.
It’s the only online sports bet you can make and win millions, but with the arrival of new online sports betting sites the Quiniela was beginning to lose SOM and awareness amongst players, especially the younger ones.

We needed to regain top of mind awareness amongst users and remind them that they can also play the Quiniela online.

Describe how the promotion developed from concept to implementation.
On Friday the 20th April on the eve of the Barcelona-Madrid classic and with most of Spain glued to their TV sets in eager anticipation of this singular sporting event we launched a 28” TV spot online featuring José Maria Gutierrez 'Guti' as its star.

As a player Guti was controversial, a media icon and a millionaire whose image of genius on the field was only offset by his reputation for not running off the ball and commitment to the law of minimum effort. He encapsulated the essence of the Quiniela like no one else did. 'Lots of Football. Lots of Millions. Little effort'.

Explain why the method of promotion was most relevant to the product or service.
Guti’s ability to laugh at himself significantly enhanced the message impact. As well as posting the video and sharing it with the media we got Guti himself to tweet his more than 480,000 followers with comments and links to the video. This significantly contributed to the viral potential and the player’s own active engagement with the product. The campaign only had an online media plan which redirected users to a website that would never finish uploading, so that while you waited you could play the Quiniela. The symbiosis between product, message, campaign and celebrity became absolute as well as highly effective.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With only an online media plan:

- On launch day, 5 of the most important TV channels in the country aired the spot, with a cumulative audience of 10,257,000 people, a quarter of the Spanish population.

- In one weekend the spot notched up over 160 impacts on prime-time TV, radio, press, digital press, blogs, social networks.

- Over half a million downloads in 3 days.

- Guti and The Quiniela were TT in Twitter.

- 32,486 reactions registered on Facebook and Twitter.

- The online media plan generated 16m views.

- The campaign surpassed all expectations achieving a 421% ROI.