Equmedia has managed the global media campaign and decided to reinforce the concept for Red Cross Gold Lottery : "for only 5 Euros you can give a smile to who really need it, and also you can win 3 million Euros" developing an Street Mk action. So Red Cross shared "Sweet Smiles" early in the morning with a jelly shaped as a smile. The jelly was given beside 20 Minutos free newspapers in Madrid and Barcelona. A total of 20.000 smiles given the last 17th of may. 10.000 en Madrid and 10.000 in Barcelona. The action was supported also by the own newspaper with a new and by a online campaign with a viral video of the action in a more than 50 online newspapers, forecasted more than 87.000 online viewings.
Is not hard to smile. Give it a try.
You can watch the video HERE
