Loterias Y Apuestas Del Estado Film, Digital, Case study December 21st by Leo Burnett Iberia Madrid

December 21st

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Industry Lottery & Gambling
Media Film, Digital, Interactive & Mobile, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Sergio Garcia, Juan Garcia Escudero, Iñaki Marti, Jesús Lada, Elisa González, Ignacio Soria, Arturo Benlloch
Production Rcr Films
Released September 2016


Cannes Lions 2017
Cyber Social: Real-Time Response Silver Lion

Credits & Description

Title: December 21st / 21 De Diciembre
Agency: Leo Burnett
Brand: Loterias Y Apuestas Del Estado
Country: Spain
Entrant Company: Leo Burnett, Madrid
Advertising Agency: Leo Burnett, Madrid
Pr Agency: Leo Burnett, Madrid
Production Company: Leo Burnett, Madrid / Rcr Films, Madrid
Creative Team: Juan Garcia-Escudero, Jesús Lada, Ignacio Soria, Arturo Benlloch, Iñaki Martí, Iris Fernández Del Río, Teresa García, Elisa González, Sergio García, Javier López Canle, Jorge Castro (Leo Burnett Madrid)
The Spanish Christmas Lottery campaign is one of the most anticipated advertising campaigns of the year in Spain. To put it in perspective it’s our John Lewis or Sainsburys. Increasing sales and notoriety are always key objectives. It is also important to know that our National Lottery has a history of 250 years, and the buying and sharing of numbers amongst family, friends, workmates colleagues etc. is a huge Xmas tradition. In Spain every number is divided into tenths so people are used to buy tickets with the same number. If they win, they all win together. The Christmas draw takes place on 22nd of December, a well known date by all Spaniards
Campaign Description:
Based on this background, we continued with our concept for El Gordo, the Xmas National Lottery: There’s no bigger price than sharing, but this year we decided to tell the story of someone who didn´t win the lottery. On TV, Carmina, a retired small town teacher thinks she´s won the big prize, and her loved ones aren´t capable of telling her the truth. In fact, they plot to keep her happy. With this in mind, in digital we did what anybody in that situation would: open a group chat in Facebook Messenger, to organize everything and everyone. We offered visitors the chance to join a group with the characters and help them along the way. Through this experience, users could find out how the fisherman brought the seafood for the party, help them get a TV crew, or even call the butchers to order chorizo.
To pull it off, growing from the TVC’s main story, we developed 8 sub plots. These helped TVC viewers understand how everything that was done to keep Carmina’s happiness took place. We wrote the copy, shot photos and video, and programmed the platform that controlled the creation of the groups, every invitation delivered to user’s messenger. We hired actors, briefed them on their personality according to the TVC’s main characters. Then, we set these actors and actresses up in a real call center from where they chat amongst themselves – to develop each subplot – and with the users. For the non-interactive version, we programmed it so the TVC could be watched on desktop and the group part on your mobile through a synchronized web-socket connection. The mobile only version, would ask you to switch from portrait to landscape mode to enjoy group and TVC
We can consider any 18-year-old Spaniard as our target audience. But we wanted to focus on the thousands that actually like to be engaged with this type of campaigns specially during Christmas. We knew from last year’s campaign with Justino, that if we had a nice story with a beloved main character, people would want to do more than just watch the TVC. We had clear that digital had to play that role. Last year users could follow Justino and his colleagues on Instagram and Facebook, so this year we wanted to take engagement a step further. Creating Messenger groups that people could join to help the characters of the TVC provided users with a very intimate and unique experience. Besides this live chat experience, for those who didn’t have that much time, we provided a video recap of what happened in the group intertwined with the TVC.
In 24 hours over 3 million people watched the story, and over 680000 unique users enjoyed the experience. It was the 4th most watched video of the year in Spain, and it was also global trending topic.We ´ve reached € 5,5 million in earned media and 3,5 billion impressions. But what was really amazing was that sales increased for the 3rd consecutive year (+3,45%) going to 2.672.920.400€ wich means 57,41€ per Spaniard (133.646.020 tickets).