The National Lottery: Christmas lottery campaign

The National Lottery, the state-franchised lottery, changed the strategy of the campaign design to increase sales of the 2019 Christmas Lottery in Spain.

Campaign details

Brand: The National LotteryBrand owner: The National LotteryEntrant company: Contrapunto BBDO MadridIdea creation: Contrapunto BBDO, MadridMarket: SpainSector: Lotteries, casinos, gamblingMedia channels: Cinema, Magazines - consumer, Mobile & apps, Newspapers, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio & audio, Social media, Television, Websites & micrositesBudget: 10 - 20 million

Executive summary

Don't wait for things to go wrong before making a change.

This was the case of the Christmas Lottery 2019.

An extremely traditional product with high penetration (76% of...

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