Without a doubt, everyone in El Salvador will feel the calling of their heart, driven by the new advertising campaign for the National Lottery.
The main purpose of this new campaign titled “Juega de Corazón” (Play with heart), is to continue the central concept of the lottery games used in previous campaigns: When a fellow Salvadorean plays the lottery, he not only benefits himself, but the entire nation as well. This is why the tagline for the campaign will remain: “JUEGA… HAZ GANAR A EL SALVADOR” (“PLAY… MAKE EL SALVADOR WIN!”).
The new campaign also informs about charities supported by the National Lottery (for example: monthly visits to orphan and elderly shelters nationwide, during which the beneficiaries are showered with love, entertainment and donations to cover basic necessities). The main message however, is that each player (real or potential), no matter their age or condition, must listen to the calling of their heart and begin to play the lottery in order to transform El Salvador into a country of winners, where opportunities can grow for all, including the most vulnerable sectors of our society.
The campaign includes TV, radio and press.
The new closing phrase will be: “JUGANDO DE CORAZÓN, GANAS TÚ Y GANAMOS TODOS”. (PLAYING WITH HEART, YOU WIN AND WE ALL WIN)
