The campaign was signed by Calia Agency, which developed the communication strategy based on a briefing that placed the smile at the center of the concept. The campaign’s slogan captures the emotion and fun of the chance to win prizes instantly.
Caixa’s idea, in partnership with Calia, is to highlight the key feature of the game — its instantaneity — where players enjoy discovering on the spot whether they've won. It’s also an accessible and responsible form of entertainment, aligned with the best practices of Caixa Lotteries.
The main commercial, aired on television, features humorous scenes of people playing the Instant Lottery in various settings, such as at home, at work, and in lottery retailers. The digital strategy also includes actor and content creator Ary Fontoura, bridging generations and tapping into top social media trends to boost the campaign’s reach.
For José Augusto, Calia’s Vice President, the challenge was to strike a balance between nostalgia and innovation:
“The Instant Lottery is part of many people’s emotional memories, while also appealing strongly to a new audience. Our goal was to turn this experience into something even more dynamic, modern, and exciting.”
The campaign began airing on April 10 and will run through April 30, spanning TV, radio, outdoor media, and social networks.
Source: Portal da Propaganda
