Today we are going to break down what makes this year's Christmas Lottery advert so different and why it caught our attention.
The ad was released on November 15th . For some, the feeling is that Christmas is starting earlier and earlier, just like with Halloween campaigns. One year I see myself putting up the Christmas tree with the start of school.
Waiting for the Christmas Lottery announcement is already a tradition that has been established over the last 25 years. The announcement generates a lot of expectations and receives a lot of attention from the media and the general public. (Just like the lottery, let's start the new year with enthusiasm, shall we?)
We can easily remember the Calvo de la Navidad advertisements (1999-2005), or the advertisement in which Montserrat Caballé appears (2013), which gave rise to praise, memes and much criticism.
The story, real emotions.
This Christmas, the story in the advert reflects the reality of 80% of Spaniards between the ages of 25 and 40. This is to work and not have time or resources for luxuries.
The aim of the spot is to delve into our emotions and make an impact with the slogan “We are lucky to have you” , rather than asking us to try our luck for another year. It conveys to us how important our loved ones are, even when circumstances overwhelm and dominate us.
The protagonist of this Christmas advert could be ourselves, overwhelmed by work, personal problems, financial problems, etc. Who hasn't been or isn't in this situation?
The advert tells us that we try to do everything, and that is what happens to the girl in the advert.
Her parents ask her on the phone if she can help them buy the tenth, organise the dinner for 17 people and find a present for her mother for her father, taking into account that Madrid is a city that easily gets congested at this time of year.
Everything becomes an uphill struggle when, on the 21st, she receives incessant calls from her father, from whom she has not yet managed to buy the tenth, due to the long queues. And she wishes for a moment that everyone would disappear, the stress is overwhelming her.
Unwittingly, our protagonist leaves behind what is most important, the people who support us and love us unconditionally.
With this, the story of the protagonist of the advertisement becomes more important than the Christmas ticket itself.
CHRISTMAS CAMPAIGN MARKETING KEYS.
The campaign covers 360º of advertising, it is present in all Spanish media such as television, online, social networks, radio, press, magazines and outdoor.
The Christmas Lottery list of turkey consumer email advertisement , by itself, will appear mentioned in a multitude of media for free, something that in marketing we call publicity that allows a campaign, brand or product to be disseminated for free, without paying for it.
Video, the best medium for Christmas .
The key and most important format of this campaign is video. In 3:38 minutes, all the magic of the campaign happens, to capture our attention.
Formats to increase reach.
If we are going to invest a lot of money, we want to get the most out of it and be seen by everyone. And this is what they have done for the Christmas Lottery campaign this year:
Graphic creativity, mandatory.
Creation of graphics such as images or posters that will be used on digital platforms as well as outdoors: mupies or billboards, in high-traffic locations.
Audio tracks, covering all media.
The Christmas advert can also be heard, for those who were surprised, radio is still relevant in advertising. You just have to be clear about your strategy and budget. Radio is not the best medium for all businesses with different objectives. Your particular case would have to be analysed.
Creating a 20 to 30 second advertising spot serves to be present both for radio listeners and for audio platforms such as Spotify, iVoox, etc. that have much more affordable costs.
Campaign landing page, with a clear call to action .
This website, with the unique content of the Christmas advert, has two objectives: to entertain consumers and to sell tickets.
At the end of the landing page, we find a very specific CTA (call to action) to buy the Christmas ticket.
And this is how the campaign appears on Twitter, now called X.
On social networks, for example, the Christmas Lottery campaign has been launched from Twitter.
The launch post with the announcement was published on the State Lottery account , and reposted on November 15 by the Christmas Lottery account.
Subsequently, from the Christmas Lottery account , the Christmas campaign continues, containing advertisement messages, accompanied by images, and also posts to launch the campaign landing page.
The advertisement can be seen on the YouTube channel of State Lotteries and Betting.
How much did it cost to make the Christmas ad ?
The advert cost around 750,000 euros, the average cost of creating a Christmas Lottery advert each year.
It was created by the Contrapunto BBDO agency, with the production company PROPPA and directed by Martin Werner.
They point out that the story was inspired by classic Christmas stories, such as Charles Dickens' A Christmas Carol. It was essential and key to have a protagonist who could express emotions to show a heart and character that would attract the audience's attention, according to the director.
The filming of the advertisement took place in emblematic buildings in Madrid with a great technical deployment. And special effects were used in post-production, specifically for the scenes with empty streets, a task that was carried out by the agency Contrapunto BBDO.
Here you can see the making of the advertisement:
Making of – Christmas Lottery Advertisement 2023 “The luck of having us”
Did you find it interesting? We know that you might not (or might not) want to invest 750K in producing an ad. But we have good news… you don’t have to! Obviously, the State already knows that it will make tens of millions of euros in profits from the lottery this year. We want you to also get a high return on your advertising actions.
Would you like us to analyze your strategy for free? Every month we select 3 businesses and offer them a free consultation. If you want to know if you can still get yours:
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In it, we will analyze your strategy and give you a very practical roadmap to establish your acquisition and sales actions for this 2024.
We wish you a very Merry Christmas and Happy Holidays! May prosperity reach your business and help you fulfill all your dreams.
