Spanish State Lottery Print THE STOCK MARKET OF DREAMS by Shackleton Spain

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THE STOCK MARKET OF DREAMS

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Industry Lottery & Gambling
Media Print, Magazine & Newspaper
Market Spain
Agency Shackleton Spain
Executive Creative Director Nacho Guillo
Account Supervisor Paola González
Digital Creative Director Antonio Herrero
Released September 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SPANISH STATE LOTTERY / LOTERÍAS Y APUESTAS DEL ESTADO
Product/Service: SPANISH STATE LOTTERIES - STOCK MARKET FLOATATION
Agency: SHACKLETON
Executive Creative Director: Nacho Guillo (Shackleton)
General Manager: Lucia Angulo (Shackleton)
Account Supervisor: Paola Gonzalez (Shackleton)
Account Executive: Tatiana Gonzalez (Shackleton)
Digital Creative Director: Antonio Herrero (Shackleton)
Digital Art Director: Almudena Gonzalez (Shackleton)
Digital Copywriter: Teresa Galante (Shackleton)
Digital Art Director: Tutu Nonzioli (Shackleton)
Digital Art Director: Beatriz Rodriguez (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Producer: Gonzalo Fernandez de Cordobaa (Shackleton)
Digital Front-end Programmer: Miguel Sanguino (Shackleton)
Digital Front-end Programmer: Almudena Porras (Shackleton)
Digital Back-end Programmer: Melisa Fernandez (Shackleton)
Media placement: WEBSITE - INTERNET - 20 SEPTEMBER 2011

Describe the objective of the promotion.
The Spanish State Lottery, one of the most prestigious brands in the Spanish market, faced a crucial moment: the eventual partial sale of capital to private investors.

Although the strengths to build upon were profitability, stability and confidence of a business with 250 years of history, in the collective consciousness it was perceived as a betting game. The brand now had to play in a different territory comprised of businesses and financial markets.

We were asked for a digital participatory campaign that communicated its public offer and distanced the brand from the values of luck and randomness.

Describe how the promotion developed from concept to implementation.
The campaign revolved around the idea of dreams, the Lottery's biggest asset. But how do you put a price on our dreams?

So we launched The Stock Market of Dreams, a web that combined 2 apparently antithetical concepts: the stock market and people’s dreams. Like Wall Street, it showed in real-time the market stock value, not of the company’s stocks but of people’s dreams. Real-time charts of the value of dreams were displayed by region, gender, age and theme. Users could accumulate credits to buy dreams and their values went up and down according to people’s investments.

Explain why the method of promotion was most relevant to the product or service.
We created a campaign with an underlying theme that was appropriate for the financial markets while being consistent with our own voice and most recognisable values. The strength lay in the idea of 'selling' the business from an emotional point of view, far from the coldness of numbers, typical arguments of financial communication and the scepticism involving the economic crisis situation.

In addition, the site became a reference to find out what Spaniards actually dreamt about. The creative approach motivated user participation and generated empathy with the brand's claim: 'Because something is for sure, people will never stop dreaming'.

Describe the success of the promotion with both client and consumer including some quantifiable results.
When we closed the Stock Market of Dreams, more than 70,000 people had visited the web. 5% of them told us their dreams.

The 3 highest listings were:
• To pay my mortgage
• Give my parents a great retirement
• Live in the 5 continents

In dreams by gender, we discovered that women would love to send their mother-in-law to China, while men would build a soccer stadium in the neighbourhood. As for the elderly, their dreams were to buy an island or cultivate their own vegetable garden.