Ya eres millionario means You Are Already Rich (or Millionaire, as it varies because of the Chilean Pesos value perception of what means to be Rich or Millionaire).

The idea was to remind people of the richness they already had, beyond money. What better way to connect with than by calling for deeper purposes (as data said) than saying "You Are Already Rich" while showing, what they really value in life? As a brand that exists to celebrate the richness and the lucky of being rich, Loto made a very bold move for the category and changed the way brands like this talk to people. The executions no longer talk about how much money you could win or what would you buy with money with bold colors and big numbers, instead, Loto brought a new purposeful look by impacting people with a really obvious and heartful message. In massive media we put the main message and in social channels we inspired people to tell how rich they already feel by showing off their real treasures: love, friendship, life...

We harvested data to understand how the consumers had changed their perception over this kind of products and we found out that, over the years, Chileans have become more attached to not tangible richness than before (Chile 3D Consumers Study 2018) and, from this, we realized that money or richness is not enough to engage the new Chilean that is looking for experiences and purpose from brands now, much more than before. Then, listening to some consumers, we confirmed that there are other thing in life more valuable than money. As Loto is a brand which exists with the purpose of enrich the people, we came up with the insight that anyone, despite the money, is already rich because of the things they value more than financial assets. Talking with people on the streets, on the agency and in the client’s office we realized that it was so obvious that it became our campaign strategical insight.

The impact on the category's context was huge. It was the first time a Lottery Brand talked no money with their audience and it worked as well for the Marketing goals as it worked for generating sales. With this new emotional and purposeful approach created from the Strategical Insight, the campaign was able to generate a 5 points raise on TOMM related to the year’s first quarter. Five points raise on Differentiation compared to the same period of 2017. A 7 points raise on Esteem compared to the same period 2017. A 16 points raise on Relevance, compared to the same period of 2017, reaching a 96% (question: LOTO is strongly related to my personality and needs more than other Gambling Brands/Products). Besides the branding goal, Loto also reached a 6 points raise on buying intention over march of the same year (the last campaign).