In Lebanon, people believe black cats bring bad luck. So, Loto launched an online video showing the black cats flying out of Lebanon to New Zealand, where they’re actually considered to bring good luck.
Our idea was relevant to the client in the sense that it was born out of the simple concept of luck, which is also their core belief. For customers, the relevance manifested itself in the form of creating allowance to play more. By ridding the country of bad luck, we were giving the customers more chances to win.
Results and Effectiveness
The response was immediate. In a population of 4 million people, our video 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 convincing an entire nation that they could win.
Starting with nationwide Press, Outdoor and Radio, the campaign followed with a video 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.
During the live televised weekly Loto draw, we addressed the nation and launched our video. 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.
Insights, Strategy and the Idea
Our goal was to make people in Lebanon feel luckier. This way, they would play more Loto, free of any bad luck. Our campaign would have to be effective enough so that people would engage, share and talk about it across different media platforms.
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 hub for conversation, engagement around our campaign. The concept of luck was heavily trending across the media as Loto sales increased within a short period.