9: INTEGRATED (Integrated)
Dream Number - Loto Libanais
|Title of Entry:||Dream Number|
|Entrant Company:||Impact BBDO Dubai|
|Creative Agency:||Impact BBDO Dubai|
|Chief Creative Officer:||Paul Shearer|
|Account Executive:||Emile Tabanji, Marie-Jo Issa|
|Creative Director:||Sarah Berro|
|Art Director:||Bijoy Purayil, Johannes Frederick De Beer|
|Copywriter:||Sarah Berro, Rohan Kodialbail|
|Date of Release:||2020-02-14|
|Notes:||While lottery sales have been on the decline 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 Loto Libanais sales were down drastically. With an increasing debt crisis in the country, most of the Lebanese population were pessimistic about the future. They saw little opportunity to achieve their goals and ambitions. We needed to inspire the people to dream again, and encourage them to play the Loto!
We challenged the age-old practice of picking a lottery ticket with a number, and gave people a chance to enter the lottery with their dreams. We launched Dream Number - an online application where users could enter their dreams, to generate their very own unique lottery numbers. By designing a bespoke typeface in English and Arabic, with multiple number combinations embedded within each character, the application allowed users to create billions of number combinations, allowing them to enter the lottery instantly.
The number of young Lebanese people playing the Lotto had dropped drastically. With the current economic crisis, the Lebanese people were pessimistic about the future. They were losing hope and saw little opportunity to achieve their goals and ambitions. So, rather than create communication urging the cell-phone-totting youth of the nation to enter the lottery, we thought, why not give them a new way to play? With the current situation in Lebanon, all the youth could do was dream. So, instead of indulging in the same age-old practice of picking a lottery ticket with a number, what if we could give them a chance to enter the lottery with their dreams?
We gave the people a new way to play the Lotto by launching the Dream Number online application which allowed users to enter their dreams and generate unique lottery numbers instantly. The ‘real’ dreams entered by users were then turned into our print campaign, which featured hidden numbers within the dreams. These user-generated ads captured the mood of the Lebanese people and gave them more reason to turn their dreams into a reality. We communicated our message with the help of digital billboards, that effectively showcased how real dreams were turned into lottery numbers. We also created social content and got the always-online youth of Lebanon excited about our new way to play.
Within the first week, we received more than 100,000 entries Over 50,000 conversions to ticket sales The campaign resulted in a 70% spike in Loto Libanais website traffic Sales increase of 32%
|Other Credits:||Executive Creative Director: Ali Rez|
|Other Credits:||Associate Creative Director: Ben Griffiths|
|Other Credits:||Designer: Ahmed Nawara|
|Other Credits:||Web developer: Mohammad Dohadwala|
|Other Credits:||UI Developer: Divyesh Bhandari|