According to data from the State Society for State Lotteries and Bets (SELAE) from Spain, the Christmas Lottery campaign in 2020 was one of the most successful to date, as it reached 942 million people.
SELAE revealed that for the 2020 Christmas draw, they increased brand awareness by 75%, brand intention by 88% and average rating by 7.72%.
While limitations on advertising and sponsorship are on the rise in Spain, especially for the online sector, the state lottery authority managed to report growth in its Christmas campaign on television, radio and digital media. In its social networks, it achieved over a billion impressions.
“The coverage of the campaign was very close to reaching 100% of the target audience, which were adults of over 18 years old, and its average frequency was around 35 opportunities to see (OTS),” the outlet Marketing Directo informed.
“On the other hand, it should be highlighted that in regards to earned media, the campaign got a great reception by the media under the coordination of Contrapunto BBDO with the strategic PR agency APPLE TREE,” they added.
Furthermore, it was noted that the campaign showed up 360 times in the press and that ‘the impact is calculated in more than 942 million people with an Equivalent Advertising Value (EAV) of more than €3m’.
Despite the publicity efforts, SELAE recently reported that it generated €2.54bn in revenues, but this represents a decrease of 11% when compared to what it registered in 2019.