Skip Friday 13th

Background

Loto Libanais wanted everyone to feel lucky. That way they would feel more inclined to play the lottery once a week. The challenge was to get more people than ever to play Loto Libanaise on the unluckiest day of the year, Friday 13th.

Usually you would expect superstition to kick in and the number of players to drop.

The campaign objectives were to increase sales of tickets, grow site traffic by 2,500% and reach 500,000 media impressions.

That's all.