La Libanaise des Jeux / لبنان / 2016الرقمي والتقنية · العروض الترويجية

⁨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.⁩

العلامة التجارية: La Libanaise des Jeux
الوكالة: Impact BBDO
السوق: لبنان
المنطقة: الشرق الأوسط وشمال أفريقيا
السنة: 2016

التحدي

⁨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.⁩

الفكرة

⁨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.⁩

النتائج

⁨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.⁩

مصدر دراسة الحالة: Direct New Ideas المصدر ↖