Loterias Y Apuestas Del Estado: Justino

This case study shows how the Spanish Christmas Lottery, a holiday lottery ticket, successfully increased its sales in Spain by developing a social media campaign where users could follow the everyday lives of its campaign ad's fictional characters.

Advertiser: Loterias Y Apuestas Del Estado Agency: Leo Burnett Madrid Country: Spain


For second year in a row, the agency had to develop the Spanish Christmas Lottery campaign, and this time the biggest challenge actually was the previous year cam 2014 concept, became a veritable social phenomenon. Its ability to build the human, intimate and highly emotional component traditionally associated with the festive season in Spain back into the Christmas lottery Draw also proved to be highly effective in terms of sales, reversing, for the first time, a negative trend spanning five consecutive years.

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