Loterias y apuestas del estado (Spanish National Lottery): There's no bigger prize than sharing
Leo Burnett Madrid
Objectives
Challenge
To re-establish the bond between the Loteria de Navidad (Spanish Christmas lottery) and the emotional values traditionally attached to this historic prize draw beyond the mere economic benefits. This bond has deteriorated over time with the brand losing relevance among the Spanish public.
Marketing objectives:
- Reverse the trend of consecutive drops in sales over the last five years
- Rally a return to the sales levels of the years prior to 2009
- 2014 sales objective: - 0,5 % vs 2013.
- In Value:...