Loterías y Apuestas del Estado (SELAE) from Spain has launched a new advertising campaign for Elige 8, a modality of La Quiniela that allows players to choose eight results from the 15 La Liga matches that are played each week.
Carried out along with the advertising agency China, this campaign aims to reinforce the strategic platform and the slogan of the campaign that La Quiniela and China have been implementing since 2020: ‘The power of the Quiniela’.
This campaign, shared in the main graphic, radio and digital media in Spain, tells the story of Elige 8 and includes a popular Spanish song called ‘Corazón Loco’.
Fede Fernández, SELAE’s Head of Advertising, said: “Elige 8 is a new game from La Quiniela [that aims] to get closer to the audience, and to be able to offer them more options to win prizes.
“And what better way to share it than with ‘Corazón Loco’, which is built in the main principles of La Quiniela: tradition, passion, emotion, sense of belonging and above all, a lot of football.”
Additionally, the agency assured that ‘although it is a purely informative campaign, there is always the possibility of building [a message]’.
“We believe that a small dose of popular humour helps La Quiniela to continue connecting with the most authentic and traditional part of football that we already explored in our first campaign,” they added.
Elige 8 is played every week in which La Liga plays matches, along with the main draw of La Quiniela.
Players predict the results of the 15 matches, and then they choose eight of the 15 predictions to enter the Elige 8 draw, which has separate prizes from La Quiniela. Players who have guessed the most results can win the accumulated prize.
