Loterias Y Apuestas Del Estado: Justino [video]

Credits & Description:

Title: Justino
Agency: Leo Burnett
Brand: Loterías Y Apuestas Del Estado
Country: Spain
Target: Spain · Europe, Middle East & Africa
Advertising Agency: Leo Burnett , Madrid
Entrant Company: Leo Burnett , Madrid
Media Agency: Leo Burnett , Madrid
Pr Agency: Leo Burnett , Madrid
Production Company: Milford Film & Animation, Stockholm
Additional Company: Milford Film & Animation, Stockholm
Creative Team: Juan García-Escudero, Jesús Lada, Ignacio Soria, Arturo Benlloch, Iñaki Marti, Zarik Ahuir, Javier Lopez Canle, Sergio Garcia (Leo Burnett Madrid)
Features: Pages, Carousel Ads, Video Ads
Language: Spanish
Objectives: Awareness, Preference, Recommendation
Tags: Entertainment, Europe, Middle East & Africa, Spanish, Pages, Carousel Ads, Video Ads, Awareness, Preference, Recommendation, TV, Print, Online, OOH, Email, Radio, Point Of Sale (POS)
URL: http://our-work.es/loterias_ne...  
Campaign Description:
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.
Synopsis:
The Spanish Christmas lottery campaign is one of the most anticipated advertising campaigns of the year in Spain. To put it in perspective it’s our John Lewis or Sainsburys. Increasing sales and notoriety are always key objectives. This year expectations were really high because of last years campaign, that sold more lottery tickets than ever after a six years decline. It is also important to know that our National Lottery has a history of 250 years, and the buying and sharing of numbers amongst family, friends, workmates colleagues etc. is a huge Xmas tradition. In Spain every number is divided into tenths so people are used to buy tickets with the same number. If they win, they all win together
Strategy:
We can consider any 18 year old Spaniard as our target audience. The most remarkable thing in this point is the correlation between what was happening on social networks and the animated short film. We created the facebook page of The Mannequin Factory where Justino works. The factory post pictures, comments like any small business woul do during the day, and people could enjoy different points of view from the characters of the film. We also created Justino´s Instagram account (our main character), where you could follow his nights at the Factory and the interaction with his co-workers. In both accounts we reproduced the short’s timeline, if in December 2nd something happened in the film, that same day we created content related to that event on both accounts. We also posted some content related to current events like movie premieres (Star Wars) or match days (Real Madrid – Barcelona) .
Outcome:
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)
Execution:
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 and 5th worldwide. 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