Skip Friday 13th and play Loto.

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.

Target audience:

Loto targets everyone over the age of 18. But in this instance, they wanted to talk to the superstitious person in all of us — the person who might not admit to it out loud, but who would avoid courting bad luck if they could.

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?

Because with Friday 13th eluded, and therefore the bad luck gone, we believed people would buy more Loto tickets on a day that they had previously avoided.

Lottery is all about luck. But in Lebanon, Friday the 13th is the unluckiest day of the year. In fact, since Loto Libanaise opened its door in 1986, Friday the 13th has always been their single lowest sales day of the year.

Challenge:

To convince people to play Loto on Friday, May 13th, 2016.

Objectives:

• To mitigate what’s always their slowest day.

• To sell >3,400 tickets — the daily average sales online.

• To grow the average daily site traffic by 2,500%.

• To reach 500,000 total impressions on social media.