La Libanaise des Jeux / Lebanon / 2016Digital & Tech · Promo
Skip Friday 13.
On Friday the 13th, Lebanon's Loto let players buy tickets as if they were somewhere it was still Thursday the 12th or already Saturday the 14th.
- Brand
- La Libanaise des Jeux
- Agency
- Impact BBDO
- Market
- Lebanon
- Region
- MENA
- Year
- 2016
The challenge
Friday the 13th is seen as the unluckiest day of the year, which is a problem for a lottery. Loto Libanais wanted more ticket sales and traffic on a day players might sit out.
The idea
Impact BBDO pointed out that the date depends on where you are. A 24-hour microsite, skipfriday13.com, rerouted the Loto website's IP address every hour across 24 servers around the world, each matched to a city's time zone, so players in Lebanon could buy tickets from a city where it wasn't Friday the 13th.
Results
- 23,827 tickets sold, the biggest single day of sales on record, according to the case study published by Direct New Ideas (citing a Nielsen sales report).
- Site traffic up more than 14,900% and over 1.1 million media impressions, the case study says.
Case study source: Direct New Ideas Source ↗
Awards
- Cannes Lions 2017Cyber LionsSilver
- Cannes Lions 2017Direct LionsSilver
Credits
- Creative agency
- Impact BBDO
- Creative Director, Impact BBDO
- Fadi Yaish
- Creative Director, Impact BBDO
- Daniel Correa
- Associate Creative Director, Impact BBDO
- William Mathovani
- Digital Director, Impact BBDO
- Hisham Lahouasnia
- Technical Lead, Impact BBDO
- Nilesh Thakkar
- Technical Director, Impact BBDO
- Nabeel Qaisar
- User Interface Developer, Impact BBDO
- Mohsin Khan
