2017 Winners & Shortlists

GOODBYE BAD LUCK

Creative Effectiveness Lynx

Case Film

Presentation Image

BrandLA LIBANAISE DES JEUX
Product/ServiceLOTO LIBANAISE
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryCreative Effectiveness
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
Additional Company SERENA Dubai, UNITED ARAB EMIRATES
Additional Company 2 EARDRUM Sydney, AUSTRALIA

Brief Explanation

SITUATION Loto is all about luck. But during the first half of 2015, something unprecedented was happening; Loto had gone 14 weeks without a winner. Clearly, people were feeling pretty unlucky and sales had declined by 11% For greater context, we also need to look at what was happening in Lebanon at the time. The country was without a president, the economy was depressed, the country was being flooded with refugees from neighboring strife – times were bleak. BUSINESS OBJECTIVE To halt the weekly ticket sales decline. COMMUNICATION OBJECTIVE We had to make people feel lucky again. INSIGHT & STRATEGY People in Lebanon can be highly superstitious. One such superstition is that black cats are believed to bring bad luck. With luck being instrumental to Loto – we thought that we could do something to help people feel that the bad luck was gone. Our strategic approach: Let’s make people think all the black cats are gone, so that they can feel lucky again. IDEA & EXECUTION The big idea: Goodbye bad luck. The campaign: We decided to make them believe that we had rounded up all the black cats (a sign of bad luck) in Lebanon, and sent them to New Zealand (where it’s a sign of good luck). We kicked off the campaign with nationwide newspaper ads and billboards – asking people to call in if they spotted a black cat, so that we could come and collect it. People would then see the see Loto vans and workers, rounding up the black cats of Lebanon, and popping them in pet carriers. During the live, weekly Loto draw on National TV, we announced that we had cleared out the black cats of Lebanon. But where were all the cats going to? Little known fact; New Zealand is one of the only countries in the world where black cats are considered good luck! So we thought we’d make it look like we were sending our cats to New Zealand, and doing them a favour. We then shared a video on TV and online showing the black cats on their flight out of Lebanon to New Zealand, where they were then put up in 5-star hotels, pampered with massages, and treated to meals prepared by top chefs. Looks like the cats were just as lucky as Lebanon! RESULTS On business: It was clear that Lebanon was well and truly feeling lucky again; • Loto weekly ticket sales increased by 21% in July 2015 (target: halt decline) • New customers were up 61% year-on-year (target: 50%) • We also got the attention of our inactive customers – with 82% playing Loto again (target: 50%) (Source: Nielsen sales report for Loto Libanaise, Jan - July 2015) Campaign reach and impact: • Over 1.5 million views on YouTube and Facebook on the first week. (Target: 500,000) • Over 56 million impressions from social media and regional & global PR. (Source: Google Social Tracking Report, 2015, OMD CommTracker)

Credits

Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Daniel Corrêa Impact BBDO Dubai Creative Director
Gustavo Gamarra Impact BBDO Dubai Copywriter
Emilie Haddad Impact BBDO Dubai Producer
Maged Nasser Good People Director
Younes Tameem Director