2017 Winners & Shortlists

The Campaign

Skip Friday 13th and play Loto online.

Creative Execution

skipfriday13.com A 24-hour microsite and mobile site 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.

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 – May 2016

In Lebanon, Friday the 13th is the unluckiest day of the year. So we created a microsite and mobile site: skipfriday13.com that allowed everyone in Lebanon on Friday, May 13, 2016 to play Loto online from different countries that were still on Thursday the 12th, or already on Saturday the 14th. How? By rerouting Loto Libanais' website IP address every hour from one country to the next, across 24 servers worldwide based on their time zone. Skipping Friday the 13th in its entirety. We then drove people to the site with out-of-home ads, online banners and social media posts.

Target audience: Everyone over the age of 18. Especially the superstitious ones. 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? Media planning: While time travelling is still not possible in real life, it is possible in the virtual world. So we created a microsite and mobile site, and invited everyone in Lebanon to skip the unluckiest day of the year and play Loto online from a different day. We then promoted and drive everyone to the site with out-of-home ads, online banners and social media posts. Desired behavior change: With Friday 13th eluded, and therefore the bad luck gone, people would buy more Loto tickets on a day that they had previously avoided.