Dream Number
Loto Libanais
Issue 57 | December 2020
Agency
Impact BBDO
Creative Team
Chief Creative Officer Paul Shearer Executive Creative Director Ali Rez Creative Director Sarah Berro Associate Creative Director Ben Griffiths Senior Art Director Johannes Frederick De Beer Art Director Bijoy Purayil Copywriter Rohan Kodialbail Designer Ahmed Nawara
Production Team
Web Developer Mohammad Dohadwala Developer Divyesh Bhandari
Date
February 2020
Background
While lottery sales had declined globally over the last few years, things were especially bleak in Lebanon. The number of young people playing the Lotto had dropped for the third year running and sales were down drastically. With an increasing debt crisis, most Lebanese people were pessimistic, seeing little opportunity to achieve their goals and ambitions.
Idea
The idea was to challenge the age-old practice of picking a lottery ticket with a number by giving people a chance to enter the lottery with their dreams.
Dream Number was an online application where users could type in their dreams to generate their very own unique lottery numbers. By designing a bespoke typeface in both English and Arabic with multiple number combinations embedded within each character, the app allowed users to create billions of number combinations and enter the lottery instantly.
Results
Within the first week, there were more than 100,000 entries with over 50,000 conversions to ticket sales. Overall there was a 70% spike in website traffic and a sales hike of 32%.
Our Thoughts
In the early days of pandemic, when people were shopping online and there were fewer opportunities for them to buy a lottery ticket on impulse, lotteries around the world took a hit. In Lebanon, then, they were ahead of the curve and had moved to digital comms and sales mere weeks before lockdown.
Covid-19 is now pushing other lotteries into digital transformation. My bet is that they will be taking a good look at Loto Libanais.