Loto Libanais: Goodbye Bad Luck, 1

Credits & Description:

Nomination: Branded Content & Entertainment Lotus
Category: Best Use Of Fiction Film
Awards: Finalist
Sub Category: Best Use Of Fiction Film
Company Entering: Impact Bbdo Dubai, Dubai
Entry Title: Goodbye Bad Luck
Brand: Loto Libanais
Advertiser: La Libanaise Des Jeux
Agency: Impact Bbdo Dubai, Dubai
Executive Creative Director: Fadi Yaish
Copywriter: Gustavo Gamarra
Art Director: Daniel Correa
Assistant Art Director: Victor Farias
Agency Designer: Mohamed Said
Agency Producer: Emilie Haddad
Film Production Company: Big Kahuna Films, Dubai
Director: Maged Nassar/Tameem Younes
Cinematographer: Ricardo Plates
Executive Producer: Eddy Rizk
Post-Production Company: Serena, Dubai
Editor: Alavaro Del Val
Colorist: Roman Peregon
Post Producer: Claudio Emilio Ferrante
Sound Production Company: Eardrum, Sydney
The Brief: Loto Is All About Luck. But In 2015, People In Lebanon Just Werent Feeling Very Lucky. The Year Started With A Drop In Weekly Ticket Sales For Loto Libanais. Our Goal Was To Make People In Lebanon Feel Luckier. This Way, They Would Play More Loto, Free Of Any Bad Luck. Our Campaign Would Have To Be Effective Enough So That People Would Engage, Share And Talk About It Across Different Media Platforms.
The Strategy: In Lebanon, People Believe Black Cats Bring Bad Luck. So, Loto Decided To Fly Them Out Of The Country, Launching A Campaign That Would Stir Up Audience Conversation On The Subject. 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 Brands Social Media Platforms Became A 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.
The Result: 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 Convincing An Entire Nation That They Could Win.