2016 Winners & Shortlists

Brief Explanation

In Lebanon, people believe black cats bring bad luck. So, Loto launched a direct stunt plan flying them out of the country. This way, people would feel luckier and play more. The stunt kicked off through nationwide Press and Outdoor. Loto vans and workers with pet carriers were also placed across every street in Lebanon. An online video followed showing the black cats flying out of Lebanon to New Zealand, where they're actually considered to bring good luck. After we had a winner, we revealed one tiny detail: The black cats never left Lebanon. If people were feeling luckier, it was due to them playing and not because of any superstitions. In the video, we see how Loto collected the cats and flew them to a 5-Star Hotel & Resort in New Zealand, where they had the time of their lives getting pampered by top chefs and masseuses.

Creative Execution

Our campaign not only directly grabbed the attention of our target but started a whole conversation on the concepts of luck and superstition. Consequently, the brand's social media platforms became a direct hub for conversation and engagement around our campaign. The concept of luck was heavily trending across the media as Loto sales increased within a short time frame.

Results

The response was immediate. In a population of 4 million people, our stunt had over 1.5 million views on its first week, making over 56 million impressions from social media and PR alone; becoming the most shared video on Facebook on the day of its launch and the most trending topic in Lebanon. Loto had a 21% sales increase by directly convincing an entire nation that they could win.