In Lebanon, people believe black cats bring bad luck. So, Loto launched a Media focused campaign to fly them out of the country.

For customers, the relevance manifested itself in the form of creating allowance to play more. By ridding the country of bad luck, we were also giving the customers more chances to win.

Our stunt kicked off through nationwide Press, Outdoor and Radio. Loto vans and workers with pet carriers were also placed all across the streets of Lebanon. A video was then launched showing the black cats flying out of Lebanon to New Zealand, where they’re actually considered to bring good luck. After we had a winner, we revealed one tiny detail: The black cats never left Lebanon.

In the video, we see how Loto collected the cats and flew them to a 5-Star Hotel & Resort in New Zealand, where they had the time of their lives getting pampered by top chefs and masseuses.

The response was immediate. In a population of 4 million people, our video 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.