El Storytelling como estrategia de comunicación: Un caso aplicado a los spots de Lotería de Navidad

The emergence of the new consumer has led advertising to move away from the rational side and focus on the emotional side. Within this type of advertising, the storytelling strategy stands out. One of the brands that stands out with the use of this technique is Lotería y Apuestas del Estado, which has used the same communication strategy in its Christmas Lottery spots for 10 years in a row. The main objective of this article is to find out whether the success of the national Lottery´s Christmas spots is due to the use of storytelling. To this end, an exhaustive analysis of emotional advertising, the storytelling technique and the national Lottery from 2014 to 2023 have been analysed to know their evolution and a questionnaire has been carried out to know the opinion about this subject. This research has shown how this brand has been able to create a narrative universe for which it is recognised, becoming a benchmark. Thus, it can be affirmed that the use of this technique is what has made it be perceived in a different way to other raffles or primitives, making its advertising desired rather than rejected.