Brand Experience and Activation > Use of Promo & Activation
PROLAM Y&R, Santiago / POLLA CHILENA DE BENEFICIENCIA / 2016
Overview
Credits
CampaignDescription
We made a unique sweepstake in the world, where every single chilean participated automatically for free. How? doing anything at all and just using their ID number as their lottery ticket, to have the chance to win CL $10.000.000 each in seven different draws made during four days in a row. The winners were selected randomly through our tombolas, ball by ball to finally get the ID winners.
Execution
During four days, we made seven draws were live broadcasted trough different nationals TV channels. In each draw, we gave away CL$10.000.000 to seven random chileans using their ID numbers as their lottery ticket.
The winners could claim their prices in the Polla Chilena's offices just with their DNI in anytime after the draw.
Timeline: We launched the campaign one week before the draws, using a TV commercial, outdoor billboards, press and we supported the campaign with social networks as well.
- Placement: We broadcasted (live) the draws in open TV channels.
- Scale: The idea reached 100% of chilean citizens. In each draw, the whole national press covered the event, and the hashtag #LaSuerteDeSerChileno was trending topic in each draw.
Outcome
- The brand got 300% of engagement in an ‘advertising saturation season’ (We made the events in the christmas’ week).
- 100% of people was impacted, and the brand sales grew up 23%.
- In a country with 17.000.000 of population, we got 15.000.000 views on internet.
- Finally, ‘Polla Chilena de Beneficencia’ became in a “national brand” and the sweepstake "The Luck of Being Chilean" turned into a national milestone.
Today, the sweepstake will be make every year. So, every chilean is waiting anxiously the next sweepstake to be held at the end of 2016.
Relevancy
We generated a unique activation in the world, where 100% of chilean people participated without doing anything at all. We put a whole country inside our tombolas, and we gave them the change of winning CL$10.000.000 each, just for being chilean. They didn’t nothing at all, it was just for free.
Strategy
Chile is an small country with just 17.000.000 of population, and we needed to add new players, so the strategy was to impact every chilean people trough a big idea, and these are the results we got after the campaign:
- Audience: Chilean people over 18 years old.
- Reach: 100% of chilean citizens.
- Claim: Just for being chilean, the luck can knocks your door. (We didn’t make any call to action, because the idea impacted people in a organic way).
Synopsis
Polla Chilena de Beneficencia is a state brand and also is the main lottery brand in Chile. The Problem was just 5% of chilean people were lottery players, and 70% of those people, were over 60 years old. That's why the brand needed new players, and the challenge was get new and fresh lottery players.
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