Based on our background, we created a new concept for El Gordo, the Xmas National Lottery: There’s no bigger price than sharing, and an animated short film starred by Justino. A security guard at a mannequin factory, someone who can’t share with others because he works the night shift.

We had our animated short film but, as the campaign only lasts one month, it was key for us to keep people engaged with Justino, our main character. To do that, we used social media.

We created The Mannequin Factory Facebook page, that people could follow during the day, enjoying different points of view from the characters in the film that reproduced the short’s timeline. Same thing happened in Justino´s Instagram account, where people could follow his nights at the Factory and the interaction with his co-workers. Also, we created content related to current events like movie premieres (Star Wars) or match days (Real Madrid – Barcelona).

The correlation between what was happening on social networks and the animated short film kept people involved in our characters story.

Within a month, the story was viewed over 16 million times.

More than 100.000 people followed Justino´s nights and his coworkers days on his own Instagram and Facebook accounts.

The campaign was #1 trending topic in Spain and 5th in the world, the engagement rate of his Instagram was 29.6%, doubling the top brands in the world.

The video generated +150.000 shares, and the average Xmas Lottery spend was increased to an amazing 55,42 € per Spaniard.

Data: YouTube, Facebook, Instagram, Loterías and Quintly (Engagement)

We are talking about one of the most anticipated advertising campaigns of the year in Spain. It only lasts one month, so an integrated strategy is key to accomplish the objectives.

We can consider any 18 year old Spaniard as our target audience.

For the first time, an animated short film was broadcasted entirely and simultaniously in all Spanish tv channels. The day before, we prelaunched it on Youtube with great success reaching 1M views within the first day and becoming Spain’s nº1 Trending topic. This helped drive the interaction in social networks thanks to Justino´s Instagram account and the Mannequins Factory Facebook page. Where there was a constant Day and night flow of content.

The Spanish Christmas lottery campaign is, to put it in perspective, more or less like our John Lewis or Sainsburys. Increasing sales and notoriety are always key objectives. This year expectations were really high because of last years campaign, that sold more lottery tickets than ever after a six years decline. 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.