Our communication challenege was to publicise the newly-launched ONCE scratch cards and to educate consumers about the abundance of prizes on offer. ONCE launched 'El Rasca', its first instant price lottery in Spain in 2006. The launch TV campaign introduced the 'EL Rasca' elves - 100s of animated characters which symbolised the multitude of prizes on offer. Our strategy was to target consumers in a non-aggressive format and following the initial launch the elves continued to feature and interact with the hosts on popular TV programmes.

The elves proved extremely popular and resulted in a 20% rise in sales for ONCE during the campaign and a four-fold increase in awareness. The campaign also represented a break away from conventional advertising schedules and opened up new marketing opportunities for Television.

By becoming part of main-stream viewing schedule we established the elves as fun characters who could actually steal the limelight from prime time shows. Each time the elved popped up the hosts did their best to trap them - our message being that prizes are everywhere and everyone has the chance to win.

We wanted to target a broad audience sow e placed the elves in a variety of shows including competitions, chat shows, football matches and weather forecasts.