Grey Promo, Case study CAROLINA'S DREAM by Grey Barcelona

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency Grey Barcelona
Director Tony Milanes
Creative Director Marcos Maggi, Jose Carlos Gomez
Producer Juan Torres, Carmen Orbe, Ana Salas
Released December 2011

Credits & Description

Category: Corporate Communication
Advertiser: GREY
Chief Creative Director: Antonio Montero (Grey Spain)
Creative Director: Marcos Maggi (Grey Spain)
Creative Director: Jose Carlos Gomez (Grey Spain)
Online Creative Director: Pepa Rojo (Grey Spain)
Online Creative Director: Ricardo Llavador (Grey Spain)
Director: Tony Milanes (Grey Spain)
Producer: Ana Salas (Grey Spain)
Producer: Juan Torres (Grey Spain)
Producer: Carmen Orbe (Grey Spain)
Production Company: Lee Films (Lee Films)
Media placement: CHRISTMAS GREETING - INTERNET GREETING - 15/12/2011

Summary of the Campaign
Carolina's Dream started as Grey Spain's Christmas greeting was sent to all our friends and clients. It was a greeting sent by email, leading to the video. This video is the main part of the campaign. People started to making it viral, sharing it on social networks and visiting the webpage, where, besides watching this video, you could share a lottery ticket with your friends.

In 2011, Grey was the agency in charge of developing the Christmas Lottery campaign, one of the most eagerly awaited events in Spain. The draw took place on December 22nd and most of the TV channels broadcast it. The prizes are 'sang' in a special way by the San Ildefonso children, who originally were orphans.

When we showed the commercial to everyone in the agency, we found out that one of the girls in the Grey’s administration department was once one of the girls selected to sing the prizes in the 1986 Christmas Lottery draw. Carolina Pellico was the first girl to sing a winning number in the history of the draw... but she sang it wrong.

The Christmas Lottery draw always creates big excitement, and due to the mistake, this draw has never been forgotten.

Carolina Pellico told us that ever since this happened, her dream has been to be able to sing the big prize, El Gordo, without any mistake.

The Situation
We saw in this story a great opportunity to achieve notoriety in the advertising market in Spain. Using this story, we turned it into a video hosted in a website. This video was also sent as a Christmas greeting to our friends and family.

The Goal
Our main goal was, taking advantage of the unbelievable coincidence that happened inside the agency, to change the way we always greet the holidays. It is common in Spain to send a Christmas greeting card and to share out among your friends a lottery ticket. We did all this, but using Carolina's story.

The Strategy
We produced a video with Carolina herself talking about her story and her dream, and with graphic docuemnts and originals recordings from 1986. Most of the people working in Grey took part in it creating a unique and unbelievable experience.

Moreover, we used her dream of singing the winning numbers again in order to give a Lottery ticket to our clients and friends with the 3,772 number, the one that Carolina sang, more than 20 years ago.

The video is the main part of the online Christmas greeting hosted in with Facebook and Twitter links that allowed us to make it viral.

We sent and email to all our clients and friends that contained a link to

We also sent a press release to more than 50 different media and blogs.

Documented Results
More than 350,00 visits to our website.

More than 48,000 lottery ticket sharings on the website.

592,000 results on Google search.

Great media impact: notoriety on the main TV channels and information websites of the country.