Loterias y apuestas del estado (Spanish National Lottery): There's no bigger prize than sharing

This case study describes how the Loteria de Navidad (Spanish Christmas lottery) used authentic stories and traditional values to recapture its magic as an iconic brand in Spanish society.

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:...

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