"The best prize is to share it"

The Spanish Christmas' Lottery takes place every year on December 22, and it is the most popular lottery during the year, not only because of the amount of its prizes, but also because the amount of people who participate. Also popular is the advertisement that promotes this lottery, that changes every year. And in this advertisement is extremely important the way to communicate and persuade the customer.

The promotional strategy has always been the same: a rational marketing. However, in the last three years, advertisers have developed a strategy that consists in appealing to emotions. After the "disaster" in 2013, the advertisements of 2014 and 2015 tried to play with feelings, and they had great results. They were catalogued as the best lottery advertisements ever.

"The best prize is to share it" is the idea that the lottery institution tries to communicate to the people in this ads. They transmit kindness, solidarity and the importance of small details. "If we talk about human relationships and feelings, and we locate in Christmas time, emotivity is the road that we must follow" says the executive director of Leo Burnett, agency that developed the ads.

With the ideas presented before, I must conclude saying that the Lottery ads have focused on transformational appeals. In this case, they depict what kind of experience results from winning the lottery. And, if you don't acquire a number, you will not experience the feeling...