This Commercial Was Made in Preparation for the Spanish Christmas Lottery
Riley von Niessen — November 16, 2016 — Marketing
References: leoburnett.es & adweek
According to Adweek, the Spanish Christmas lottery is one of the most highly anticipated events of the year for many who call the nation home.
As the source writes, the tickets for it are generally brought in series -- as "employers can give the same number to employees, or whole communities can buy into a shared hope of fortune." Due to this, a large number of people will play the Spanish Christmas lottery, even if they don't normally participate in gambling.
In order to promote the sense of community that many are made to feel because of this collective interest, Leo Burnett Madrid created a commercial called 'December 21st' for SELAE. Unlike other lottery ads however, its plot focuses on a group of people who've lost. With this, the agency communicates that a positive bond can be formed when gambling in this context.
As the source writes, the tickets for it are generally brought in series -- as "employers can give the same number to employees, or whole communities can buy into a shared hope of fortune." Due to this, a large number of people will play the Spanish Christmas lottery, even if they don't normally participate in gambling.
In order to promote the sense of community that many are made to feel because of this collective interest, Leo Burnett Madrid created a commercial called 'December 21st' for SELAE. Unlike other lottery ads however, its plot focuses on a group of people who've lost. With this, the agency communicates that a positive bond can be formed when gambling in this context.
Trend Themes
1. Community-driven Gambling - Disruptive innovation opportunity: Create a platform or app that allows communities to come together and participate in collective gambling experiences, fostering a sense of camaraderie and connection.
2. Emotional Advertising - Disruptive innovation opportunity: Develop advertising campaigns that focus on the emotional aspects of gambling, such as the sense of hope, belonging, and community, rather than promoting winning as the primary goal.
3. Non-traditional Lottery Ads - Disruptive innovation opportunity: Design unconventional lottery ads that deviate from the typical narrative of showcasing winners, and instead tell stories of loss or adversity to create a unique and impactful brand message.
Industry Implications
1. Gambling - Disruptive innovation opportunity: Integrate virtual reality technology into the gambling industry to create immersive and interactive experiences for players, attracting new audiences and enhancing the overall gambling experience.
2. Advertising - Disruptive innovation opportunity: Implement artificial intelligence (AI) and machine learning algorithms in advertising strategies to personalize and optimize campaigns based on individual preferences and emotions, thereby increasing engagement and effectiveness.
3. Entertainment - Disruptive innovation opportunity: Collaborate with filmmakers, artists, and storytellers to create immersive and cinematic experiences that revolve around lottery and gambling themes, offering a new form of entertainment that combines storytelling and interactive elements.
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