Proximity Madrid

Client: LOTERIAS Y APUESTAS DEL ESTADO
Product: JOKER LOTTERY
Title: JOKER FESTIVAL
Media: EVENT
Country: SPAIN
Date Of Campaign: 13th Tuesday, November

Background: The average Joker Lottery player is 35 years old, and they’re getting older. We needed to find something of interest to young people to attract a younger audience, and there’s nothing that young people like more than music! A total of 78% of young Spaniards intend to go to at least two festivals. *(Ticketea Report - 2018). We realised that the Joker launch would be an opportunity to connect with them. The challenge was getting them to realise that one in every five Joker tickets is a winning ticket when all they cared about was seeing their favourite bands.

Idea: We created the Joker Festival, the first music festival where the audience doesn't know who they are going to see. In fact, they didn’t know who was performing until the curtain went up. Five of the best bands on the Spanish Indie music scene: Izal, Dorian, La Casa Azul, Niños Mutantes and Viva Suecia all performed at the same time, on the same day in five different cities: Madrid, Barcelona, Seville, Bilbao and Valencia. That meant there was a one-in-five chance you’d get to see the band you wanted, which is also how the Joker works! To take part, all you had to do was register at jokerfestival.es and if you won, take a joker ticket to the concert with you.

Results: More than 130,000 people registered to win one of 1,800 tickets.More than 220 media mentions of the campaign.Mentions in Social Media increased by 1,860%.Joker sales went up by 71%.The Joker Festival has now become one of Spain’s top festivals. The next one will take the stage on 25 October 2019.