Loterias Y Apuestas Del Estado: Justino [spanish]

Credits & Description:

Entrant: Leo Burnett London
Campaign: Justino
Title: Justino
Product: Christmas Lottery
Brand: Loterias y Apuestas del Estado
Advertiser: Loterias y Apuestas del Estado
Agency (& City): Leo Burnett Madrid
Creative Director: Juan Garcia-Escudero, Jesús Lada
Copywriter: Arturo Benlloch
Art Director: Ignacio Soria, Zarik Ahuir
Production Company (& City): Passion Pictures / Blur
Film Director: Against all odds
Production Company Producer: Mario Fornies, Pablo Garcia
Website URL: http://our-work.es/loterias_ne...
The Campaign
Based on our background, we created a new concept for El Gordo, the Xmas National Lottery: There’s no bigger price than sharing, we launched an animated short film starred by Justino. A night guard at a mannequin factory. Someone who can’t share with others because he works the night shift.
Creative Execution
We had our animated short film but, as the campaign only lasts one month, it was key for us to keep people engaged with Justino, our main character. To do that, we extended the campaign to social media.
The Mannequin Factory had a Facebook page that people could follow during the day, enjoying different points of view from the characters in the film that reproduced the short’s timeline. Same thing happened with Justino´s Instagram account, where you could follow his nights at the Factory and the interaction with his co-workers. Also, new content related to current events like premieres (Star Wars) or match days (Real Madrid – Barcelona).
The correlation between what was happening on social networks and the animated short film kept people involved in our characters story.
Results
Within a month, the story was viewed over 16 million times.
More than 100.000 people followed Justino´s nights and his coworkers days on his own Instagram and Facebook accounts.
The campaign was #1 trending topic in Spain and 5th in the world, the engagement rate of his Instagram was 29.6%, doubling the top brands in the world.
The video generated +150.000 shares, and the average Xmas Lottery spend was increased to an amazing 55,42 € per Spaniard.
Data: YouTube, Facebook, Instagram, Loterías and Quintly (Engagement)
This campaign is an example of pure direct response. It’s goal is to convince people to take action and buy lottery tickets for themselves or share them with loved ones.
For the first time, an animated short film was broadcasted entirely and simultaniously in all Spanish tv channels. The day before, we prelaunched it on Youtube with great success reaching 1M views within the first day and becoming Spain’s nº1 Trending topic. This helped drive the interaction in social networks thanks to Justino´s Instagram account and the Mannequins Factory Facebook page. Where there was a constant Day and night flow of content.