The year started with a drop in weekly ticket sales for Loto Libanais.
People would play more, if we could make them feel luckier.
Our stunt kicked off through nationwide Press, Outdoor and Radio. Loto vans and workers with pet carriers were also placed all across the streets of Lebanon. A video was then launched 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.
Our campaign 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 also giving the customers more chances to win.
Describe the success of the promotion with both client and consumer including some quantifiable 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 convincing an entire nation that they could win.
Explain why the method of promotion was most relevant to the product or service
In Lebanon, people believe black cats bring bad luck. So, Loto launched an Activation-focused stunt campaign flying them out of the country. This way, people would feel luckier and play more while engaging to our brand and campaign.