Lottery is all about luck. But in Lebanon, Friday the 13th is the unluckiest day of the year. In fact, since Loto Libanaise opened its door in 1986, Friday the 13th has always been their single lowest sales day of the year.

Challenge:

To convince people to play Loto on Friday, May 13th, 2016.

Objectives:

• To mitigate what’s always their slowest day.

• To sell >3,400 tickets — the daily average sales online.

• To grow the average daily site traffic by 2,500%.

• To reach 500,000 total impressions on social media.

skipfriday13.com

A 24-hour microsite experience that allowed everyone in Lebanon on Friday, May 13, 2016 to play Loto online from different cities that were still on Thursday the 12th, or already on Saturday the 14th.

How? By rerouting Loto Libanaise' website IP address every hour from one city to the next, across 24 servers worldwide based on their time zone — Tokyo, London, Havana, Auckland, Rio de Janeiro, Dubai, New York, Kingston, Bangkok and more. Skipping Friday the 13th in its entirety.

We promoted the site with out-of-home ads, online banners and social media posts.