Friday the 13th is an important date for the French National Lottery (LOTO) who organise a €13m jackpot draw each time. The objective was to attract the maximum number of players to try their luck in the lottery draw.

This jackpot exists because Friday the 13th is considered a luck day and it attracts superstitious players. To get even more players, the strategy was to use superstition to encourage people to play.It’s well known that superstitious people touch wood to get luck.We installed a tactile billboard made of wood in one of the busiest areas in Paris, so that people touch wood directly before the jackpot. A digital counter kept track of the number of people that knocked on wood.

In just 2 days, 5,826 superstitious people touched wood.There was a huge media presence at Place de L’Opéra where the installation was placed, to talk about the event on TV channels (FTV, M6, BFM), newspapers (Libération, L’Express) and on blogs.

There was 0 media investment for this campaign.In total the campaign had 2.5m more players than the 2011 Friday the 13th and an 8% increase in turnover.The €13m jackpot had 3 winners.