Branded entertainment, especially Alternative mediums such as digital content, are becoming increasingly popular in the Middle East. With most mass communication having to adhere to general cultural guidelines, brands are looking to alternative mediums in order to reach various target markets with tailor-made content and solutions. While there are some restrictions on user content on TV, i.e. religious censorship, there are no legal restrictions to content communicated online.

In the online video, we see how Loto collected black cats in Lebanon 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.