Social media case study: ‘Justino’ film wins Christmas for Spanish Lottery

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Forget John Lewis - the real winner of Christmas 2015 was this campaign for Spanish lottery firm Loterias y Apuestas del Estado. The Pixar-style ‘Justino’ film captured hearts while an engaging social media campaign built anticipation in the run up to the high-profile Christmas lottery draw- increasing spend to an astonishing €55 per person.

Case study summary

• Spanish lottery firm combines video and social to build hype for Christmas lottery draw
• Pixar-style film supported by daily social media updates building up engagement
• Campaign increased average Christmas lottery spending to 55 euro per person

The challenge

The annual Christmas Lottery in Spain is a national tradition since 1812. A national tradition since 1812, Spaniards look forward to the annual Christmas lottery even if it means standing in line for hours to purchase the tickets. Nicknamed El Gordo, which means “the fat one,” prizes are valued up to more than €2.2 billion, making it the biggest lottery prize in the world.

It’s common to “share” the lottery by buying “participaciones,” or “shared tickets” at offices, with friends and family, and at bars. The belief is that the Christmas lottery is unique because it’s one that Spaniards participate in together, and if they win, they win together.

The solution

The lottery firm wanted to create a campaign centred around message, "There's no bigger prize than sharing."

The company worked with Leo Burnett Madrid to produce an animated film and supporting social media campaign. It features a security guard working the nightshift at a mannequin factory who creates comical and touching situations with the figures to interact with his daytime colleagues, whom he never encounters.

With a little bit of creativity, Justino devises ways to connect with his colleagues by using the factory’s mannequins to create situations both amusing and moving.
His co-workers appreciate his playfulness each morning, and find a way to repay his generous spirit in kind.

One new feature this year is social media activation. The factory, “Fábrica de Maniquíes El Pilar,” has its own Facebook profile reporting on its day-to-day activities. Users could follow Justino’s nights in real time via his Instagram account @justino_vigilante.

The results

The results earned Leo Burnett Madrid a Grand Prix in the Cyber category at the 63rd Cannes Lions International Festival of Creativity.

It almost instantly became the No.1 trending topic on Twitter in Spain and eventually No. 5 in the world, with more than 1 million video views in its first 24 hours.

The campaign increased the average Christmas lottery spending to an amazing 55 euro per person, while increasing sales for a second year in a row.

"To win the highly coveted Cannes Grand Prix in Cyber is an outstanding achievement. It demonstrates magic, the alchemy of creativity and technology," said Publicis Communications Global Creative Chairman and Leo Burnett Worldwide Chief Creative Officer Mark Tutssel. "I am delighted for Leo Burnett Madrid. This is a rare Grand Prix for Spain."

"We feel incredibly lucky and privileged to have a client that had the bravery to bring 'Justino' to life. We will always be thankful for such a gift," said Juan Garcia-Escudero, general creative director of Leo Burnett Madrid.

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