Loto Libanais Digital, Case study Skip Friday 13 [image] 4 by Impact BBDO Dubai

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Skip Friday 13 [image] 4

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Industry Lottery & Gambling
Media Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency Impact BBDO Dubai
Executive Creative Director Fadi Yaish
Creative Director Daniel Corrêa
Copywriter William Mathovani
Released October 2016

Awards

ADFEST 2017
Media Lotus Best Use Of Digital Silver

Credits & Description

Company Entering: Impact Bbdo Dubai, Dubai
Brand: La Libanaise Des Jeux
Advertiser: La Libanaise Des Jeux
Agency: Impact Bbdo Dubai, Dubai
Executive Creative Director: Fadi Yaish
Creative Director: Daniel Correa
Copywriter: William Mathovani
Digital Director: Hisham Lahouasnia
Technical Lead: Nilesh Thakkar
Interface Developer: Mohsin Khan
The Brief:
Brief To Get Everyone In Lebanon To Play Loto Libanaise On Friday The 13th, The Unluckiest Day Of The Year. Target Audience Everyone Over The Age Of 18, Especially The Superstitious Loto Players. Objectives • Increase Online Sales On Friday The 13th From An Average Of
The Strategy:
Loto Players Are Extremely Superstitious. And In Lebanon, Friday The 13th Is Believed To Be The Unluckiest Day Of The Year — The Worst Day To Play Lottery. Luckily, The Worlds Round. When Its Friday 13th In Lebanon, Its Thursday 12th And Saturday 14th In Other Countries. So We Helped Our Customers In Lebanon On Friday The 13th To Play Loto From Those Countries, Removed Their Fear Of Bad Luck And Convinced Them To Buy Tickets On This ‘Jinxed Day'. Since Time Travellings Still Not Possible In Real Life, We Used Technology And Created A Virtual Platform To Do So.
The Execution:
We Created Skipfriday13.Com. A 24-Hour Microsite Experience That Allowed Everyone In Lebanon On Friday, May 13, 2016 To Play Loto Online From Different Cities That Were Still On Thursday The 12th, Or Already On Saturday The 14th. How Did We Do It? By Rerouting Loto Libanaise' Website Ip Address Every Hour From One City To The Next, Across 24 Servers Worldwide Based On Their Time Zone. Skipping Friday The 13th In Its Entirety. We Placed Billboards Across Lebanon And Online Banners To Drive Everyone To The Site, And Played Lottery On The Unluckiest Day Of The Year.
The Result:
The Biggest Day Of Ticket Sales On Record: 23,827 Tickets. (Source: Nielsen Sales Report For Loto Libanaise, Jan 2015 – April 2016) • Site Traffic Increased By Over 14,900%. (Source: Loto Libanaise Analytics) • Over 1.1 Million Media Impressions On Facebook, Twitter, Lbc International, Mbc, The Daily Star, Among Others) Worth More Than Usd105,000. (Source: Omd Media Tracker, May 2016) • 92% Positive Sentiment Across All Mentions. • 67% Increase In Brand Buzz. • 39% Increase In Positive Reputation. (Source: Yougov Research Lebanon)
Url: http://www.skipfriday13.com