Direct > Use of Direct Marketing
IMPACT BBDO , Dubai / LOTO LIBANAIS / 2015
Overview
Credits
Audience
People in Lebanon have always been very loyal to the brand. Our campaign, however, aimed to not only speak to our already existing target but also generate new customers who just couldn’t pass up the opportunity of playing the lottery free of any bad luck.
Our campaign was relevant to the client in the sense that it was born out of the simple concept of luck, which is also their core belief. For customers, the relevance manifested itself in the form of creating allowance to play more. By ridding the country of bad luck, we were also giving the customers more chances to win. This way, creating a significant impact on our target’s consuming behavior.
ClientBriefOrObjective
In Lebanon, people believe black cats bring bad luck. So, Loto launched a direct stunt plan flying them out of the country. This way, people would feel luckier and play more.
The stunt kicked off through nationwide Press and Outdoor. Loto vans and workers with pet carriers were also placed across every street in Lebanon. An online video followed showing the black cats flying out of Lebanon to New Zealand, where they’re actually considered to bring good luck. After we had a winner, we revealed one tiny detail: The black cats never left Lebanon. If people were feeling luckier, it was due to them playing and not because of any superstitions.
In the video, we see how Loto collected the cats and flew them to a 5-Star Hotel & Resort in New Zealand, where they had the time of their lives getting pampered by top chefs and masseuses.
Execution
Our campaign not only directly grabbed the attention of our target but started a whole conversation on the concepts of luck and superstition.
Consequently, the brand’s social media platforms became a direct hub for conversation and engagement around our campaign. The concept of luck was heavily trending across the media as Loto sales increased within a short time frame.
Outcome
The response was immediate. In a population of 4 million people, our stunt had over 1.5 million views on its first week, making over 56 million impressions from social media and PR alone; becoming the most shared video on Facebook on the day of its launch and the most trending topic in Lebanon.
Loto had a 21% sales increase by directly convincing an entire nation that they could win.
Synopsis
The year started with a drop in weekly ticket sales for Loto Libanais.
People would play more, if we could make them feel luckier.
The question arose: How do we get people more directly involved to talk about and play more Loto?
More Entries from Targeted Ambient Media: Large Scale in Direct
24 items
More Entries from IMPACT BBDO
24 items