La Libanaise des Jeux / Lebanon / 2018Digital & Tech
Lucky Face.
Lebanon's national lottery built a web app that turned any face into a six-digit Loto number for the next draw.
- Brand
- La Libanaise des Jeux
- Agency
- Impact BBDO Dubai
- Market
- Lebanon
- Region
- MENA
- Year
- 2018
The challenge
Lottery ticket sales had fallen by more than 40%, and the traditional Loto meant little to a younger generation who live on social media.
The idea
Impact BBDO Dubai built on the idea that everyone online now treats themselves as a personal brand. The Lucky Face web app used facial recognition and social media APIs to convert a player's face into a unique Loto combination, so the numbers felt personal and shareable while the game itself stayed the same.
Results
- 53,138 additional tickets sold, according to the case summary published by Direct New Ideas
- Website traffic up 15% and $200,000 in free media, according to the same case summary
Case study source: Direct New Ideas Source ↗
Awards
- Loeries 2018 Grand Prix (Integrated Campaign)
- Loeries 2018 Gold (Media Innovation: Single Medium)
- Loeries 2018 Gold (Data Driven Campaign)
- Loeries 2018 Silver (Digital Integrated Campaign)
Credits
- Creative agency
- Impact BBDO Dubai
- Additional company (AI engineering)
- MAIV AI
- Chief Creative Officer, Impact BBDO Dubai
- Paul Shearer
- Creative Director, Impact BBDO Dubai
- Tres Colacion
- Associate Creative Director, Impact BBDO Dubai
- Giancarlo Rodas
- Copywriter, Impact BBDO Dubai
- Simone Milani
- Art Director, Impact BBDO Dubai
- Enrico Motti
- Art Director, Impact BBDO Dubai
- Michel Sfeir
- Senior Account Executive, Impact BBDO Dubai
- Nay Nseir
- Developer
- Muaath Ali
- Director
- Jose Pacheco
- AI Engineer, MAIV AI
- Jorge Alexander
- AI Engineer, MAIV AI
- Bjorn Wahle
