Loterias y Apuestas del Estado: Joker Festival

Loterías y Apuestas del Estado, a Spanish lottery brand, increased sales of its Joker lottery tickets by launching a Joker musical festival to attract younger audiences in Spain.

Campaign Purpose

The average age of Joker Lottery purchasers is 35, and it's getting older. We needed something appealing to attract a younger audience, and there's nothing that young people like more than music? 78% of young Spaniards intend to go to at least two fe

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