Loto: Skip Friday 13
Lotto Lebanese aimed to increase online ticket sales and brand engagement, particularly on days when superstition might deter play. They needed a creative solution to overcome the widespread fear of Friday the 13th among Lebanese consumers, encouraging them to play online despite their anxieties.
Creative Idea
Lotto ingeniously skipped Friday the 13th for players by rerouting their website's IP address.
To combat widespread fear of Friday the 13th, Lotto Lebanese ingeniously rerouted its website's IP address across 24 global servers, allowing players in Lebanon to access the site from a 'different day' based on timezones, boosting online ticket sales and brand buzz.
Creative Strategy Deconstructed
Company
Lotto Lebanese leveraged its digital infrastructure and global server network to manipulate online access based on timezones.
Category
Lotteries typically focus on dreams of winning, often ignoring widespread cultural superstitions that might deter play.
Customer
Many people felt genuine anxiety and fear about Friday the 13th, leading them to avoid activities like playing the lottery.
Culture
The pervasive cultural superstition and fear surrounding Friday the 13th provided a unique, universally understood context.
Company
Lotto Lebanese leveraged its digital infrastructure and global server network to manipulate online access based on timezones.
Category
Lotteries typically focus on dreams of winning, often ignoring widespread cultural superstitions that might deter play.
Strategy:
Leverage pervasive cultural superstitions to create a unique, engaging solution that drives participation.
Customer
Many people felt genuine anxiety and fear about Friday the 13th, leading them to avoid activities like playing the lottery.
Culture
The pervasive cultural superstition and fear surrounding Friday the 13th provided a unique, universally understood context.
Strategy:
Leverage pervasive cultural superstitions to create a unique, engaging solution that drives participation.
Results
The campaign achieved several significant results: - The site traffic increased drastically. - Tons of social media chatter was generated. - Loto Libanais became the most talked-about brand in Lebanon on Friday the 13th. - In 24 hours, Loto Libanais sold over 5 times more tickets online compared to the average. - This resulted in the highest sales ever for Loto on Friday the 13th.
5x
more online tickets sold
Highest sales ever
on Friday the 13th
Most talked-about
brand in Lebanon
Strategy Technique
Flip the Conventional Wisdom
The campaign directly challenged the conventional wisdom that Friday the 13th is an unlucky day. By offering a unique way to bypass this superstition, Lotto flipped the narrative and drove unprecedented engagement.
Explore Technique
Creative Technique
Reverse Expectations
The campaign reversed the common perception of Friday the 13th as unlucky. By allowing players to 'skip' the day online, Lotto transformed it into a day of increased luck and engagement, defying superstition.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its audacious digital craft, seamlessly combining a culturally resonant insight with sophisticated digital technology to deliver a unique and engaging brand experience.
The technical execution of hourly IP rerouting across 24 global servers to create a functional website experience that genuinely allowed players to purchase tickets from different time zones demonstrates advanced digital engineering.
The user interface and experience of the `skipfriday13.com` website clearly and reassuringly guided players through the process of 'time-traveling' to a 'safe' day, making a complex technical concept accessible and trustworthy.
The campaign's magic truly came from the perfect synergy between a brilliant, culturally insightful idea and the innovative digital craftsmanship that brought that audacious concept to life for consumers.
