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再见，运气不好
案例简介：相关性 在黎巴嫩，人们认为黑猫会带来厄运。因此，洛托发起了一场以媒体为中心的特技运动，将他们驱逐出境。从全国媒体、户外和广播开始，这场运动随后推出了一个社交视频，显示黑猫从黎巴嫩飞往新西兰，在那里他们实际上被认为会带来好运。 战略 我们的运动不仅直接吸引了目标的注意力，还开始了关于运气和迷信概念的整个对话。因此，该品牌的社交媒体平台成为围绕我们活动的对话和参与的中心。运气的概念在媒体上非常流行，因为 Loto 的销售额在短时间内增加了。 概要 洛托就是运气。但是在 2015年，黎巴嫩的人们并不觉得很幸运。今年开始时，洛托 · 里巴尼斯的每周门票销售下降。如果我们能让他们更幸运，人们会玩得更多。 活动描述 在黎巴嫩，人们认为黑猫会带来厄运。因此，洛托发起了一场以媒体为中心的运动，让他们飞出这个国家。对于客户来说，相关性表现为创造更多的游戏补贴。通过消除这个国家的厄运，我们也给了顾客更多的获胜机会。 执行 我们的特技表演从全国新闻、户外和广播开始。洛托面包车和携带宠物运输车的工人也被安置在黎巴嫩的所有街道上。随后发布了一段视频，显示黑猫从黎巴嫩飞往新西兰，在那里它们实际上被认为会带来好运。在我们获得冠军后，我们透露了一个小细节: 黑猫从未离开黎巴嫩。在视频中，我们看到洛托是如何收集这些猫并将它们飞到新西兰的一家五星级酒店和度假村, 在那里，他们度过了一生中被顶级厨师和按摩师宠爱的时光。 结果 反应是立即的。在 400万人口中，我们的视频在第一周就有超过 150万的浏览量，仅社交媒体和公关就产生了超过 5600万的印象; 成为 Facebook 发布当天分享最多的视频，也是黎巴嫩最受欢迎的话题。洛托的销售额增长了 21%，说服整个国家他们可以获胜。
再见，运气不好
案例简介：Relevancy In Lebanon, people believe black cats bring bad luck. So, Loto launched a Media-focused stunt campaign flying them out of the country. Starting with nationwide Press, Outdoor and Radio, the campaign followed with a social video showing the black cats flying out of Lebanon to New Zealand, where they’re actually considered to bring good luck. Strategy Our campaign not only directly grabbed the attention of our target but started a whole conversation on the concepts of luck and superstition. Consequently, the brand’s social media platforms became a hub for conversation and engagement around our campaign. The concept of luck was heavily trending across the media as Loto sales increased within a short time frame. Synopsis Loto is all about luck. But in 2015, people in Lebanon just weren’t feeling very lucky. The year started with a drop in weekly ticket sales for Loto Libanais. People would play more, if we could make them feel luckier. Campaign Description 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. Execution 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. Outcome 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.
Goodbye Bad Luck
案例简介：相关性 在黎巴嫩，人们认为黑猫会带来厄运。因此，洛托发起了一场以媒体为中心的特技运动，将他们驱逐出境。从全国媒体、户外和广播开始，这场运动随后推出了一个社交视频，显示黑猫从黎巴嫩飞往新西兰，在那里他们实际上被认为会带来好运。 战略 我们的运动不仅直接吸引了目标的注意力，还开始了关于运气和迷信概念的整个对话。因此，该品牌的社交媒体平台成为围绕我们活动的对话和参与的中心。运气的概念在媒体上非常流行，因为 Loto 的销售额在短时间内增加了。 概要 洛托就是运气。但是在 2015年，黎巴嫩的人们并不觉得很幸运。今年开始时，洛托 · 里巴尼斯的每周门票销售下降。如果我们能让他们更幸运，人们会玩得更多。 活动描述 在黎巴嫩，人们认为黑猫会带来厄运。因此，洛托发起了一场以媒体为中心的运动，让他们飞出这个国家。对于客户来说，相关性表现为创造更多的游戏补贴。通过消除这个国家的厄运，我们也给了顾客更多的获胜机会。 执行 我们的特技表演从全国新闻、户外和广播开始。洛托面包车和携带宠物运输车的工人也被安置在黎巴嫩的所有街道上。随后发布了一段视频，显示黑猫从黎巴嫩飞往新西兰，在那里它们实际上被认为会带来好运。在我们获得冠军后，我们透露了一个小细节: 黑猫从未离开黎巴嫩。在视频中，我们看到洛托是如何收集这些猫并将它们飞到新西兰的一家五星级酒店和度假村, 在那里，他们度过了一生中被顶级厨师和按摩师宠爱的时光。 结果 反应是立即的。在 400万人口中，我们的视频在第一周就有超过 150万的浏览量，仅社交媒体和公关就产生了超过 5600万的印象; 成为 Facebook 发布当天分享最多的视频，也是黎巴嫩最受欢迎的话题。洛托的销售额增长了 21%，说服整个国家他们可以获胜。
Goodbye Bad Luck
案例简介：Relevancy In Lebanon, people believe black cats bring bad luck. So, Loto launched a Media-focused stunt campaign flying them out of the country. Starting with nationwide Press, Outdoor and Radio, the campaign followed with a social video showing the black cats flying out of Lebanon to New Zealand, where they’re actually considered to bring good luck. Strategy Our campaign not only directly grabbed the attention of our target but started a whole conversation on the concepts of luck and superstition. Consequently, the brand’s social media platforms became a hub for conversation and engagement around our campaign. The concept of luck was heavily trending across the media as Loto sales increased within a short time frame. Synopsis Loto is all about luck. But in 2015, people in Lebanon just weren’t feeling very lucky. The year started with a drop in weekly ticket sales for Loto Libanais. People would play more, if we could make them feel luckier. Campaign Description 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. Execution 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. Outcome 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.
再见，运气不好
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Goodbye Bad Luck
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