2017 Winners & Shortlists

SKIP FRIDAY 13

Silver

Case Film

Presentation Image

Client/BrandLA LIBANAISE DES JEUX
Product/ServiceLOTTERY
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES

The Campaign

Skip Friday 13th and play Loto.

Creative Execution

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? By rerouting Loto Libanaise' website IP address every hour from one city to the next, across 24 servers worldwide based on their time zone — Tokyo, London, Havana, Auckland, Rio de Janeiro, Dubai, New York, Kingston, Bangkok and more. Skipping Friday the 13th in its entirety. We promoted the site with out-of-home ads, online banners and social media posts.

Results

Reach: Over 1.1 million impressions from social PR and social media, including Facebook, Twitter, LBC International, MBC, The Daily Star, among others worth more than USD105,000. Source: OMD Media Tracker, May 2016 Impact: Site traffic was up by over 14,900%. Source: Loto Libanaise analytics Sales: We didn’t just avoid the usual drop in sales on the day. We actually had the biggest day of ticket sales on record: 23,827 tickets. Source: Nielsen sales report for Loto Libanaise, Jan 2015 – April 2016

skipfriday13.com is an online Loto Libanaise store that allowed everyone in Lebanon to skip the unluckiest day of the year, feel luckier and buy lottery tickets online from a different day and country. As a result, Loto Libanaise sold more tickets online than any other day of the year.

Target audience: Loto targets everyone over the age of 18 but in this instance, they wanted to talk to the superstitious person in all of us — the person who might not admit to it out loud, but would avoid courting bad luck if they could. Approach: Luckily, the world is round. When it’s Friday 13th in Beirut, Lebanon, it’s Thursday 12th and Saturday 14th in other cities around the world. So what if we could get people to play Loto from a different time zone? With Friday 13th eluded, and therefore the bad luck gone, we believed people would buy more Loto tickets on a day that they had previously avoided.

Credits

Name Company Position
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Daniel Corrêa Impact BBDO Dubai Creative Director
William Mathovani Impact BBDO Dubai Associate Creative Director
Hisham Lahouasnia Impact BBDO Dubai Digital Director
Nilesh Thakkar Impact BBDO Dubai Technical Lead
Nabeel Qaisar Impact BBDO Dubai Technical Director
Mohsin Khan Impact BBDO Dubai User Interface Developer
Links
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