Loto Libanais Skips Friday 13th and Wins The Best of Global Digital Marketing Awards in April

European digital marketing research firm Best Marketing International monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. It’s been three years since the launch of BOD Awards. After seeing hundreds of award-winning campaigns, we were faced with a question: what makes a great campaign? It seems creativity and cool gimmicks is all it takes to grab a Gold Lion. We, on the other hand, see results as equally important. Our goal is to chase down fresh successful campaigns from all around the world and gather further information from all available sources.

Cannes is slowly creeping up on us, which could only mean one thing: time to place your bets folks! Based on the knowledge we’ve accumulated over the years, we can safely say that it’s quite easy to predict advertising’s crème de la crème based on the outcomes of Asia’s AdFest and MENA’s Dubai Lynx. Hence, it makes much sense to investigate the two in more detail. Dubai Lynx delivered this month’s first and second prize winners: ‘Skip Friday 13’ and ‘Hammam Fighter’. AdFest gave us the joy to plunge into the world of new format music videos with Lyrical School’s ‘Native Mobile Music Video’.


April 2017 WINNERS:

First Place: Loto Libanais ‘Skip Friday 13’ by Impact BBDO Dubai & OMD Beirut (Lebanon, Dubai Lynx Winner)

Friday 13th is notoriously stamped as the unluckiest day of the year. Especially when it comes to playing lottery… But what if you could skip this unfortunate date altogether? That’s exactly what Loto Libanais decided to do. skipfriday13.com allowed everyone in Lebanon on Friday, May 13, 2016 to play Loto online from different countries that were still on Thursday the 12th, or already on Saturday the 14th. All it took was some tweaking on the IP address and clever digital media placements to drive people to the site. Not only did they avoid a drop in sales, they managed to break a sales record with 23,827 tickets sold on the given day.

Why we love it:

Even in the age of technology and scepticism, Friday 13th’s superstitious aura keeps on haunting travel and lottery businesses. Negative or positive, it’s still a remarkable day and can be cleverly monetized by marketing pros. Loto Libanais’ campaign merges ancient superstitions with digital reality. The brand’s cool insight and jaw dropping results is exactly what placed them on the top of our leader board.


2nd Place: Orange ‘The Hammam Fighter’ by FP7/TUN Tunis (Tunisia, Dubai Lynx Winner)

Telco brand Orange was on a mission to showcase their super speedy 4G internet connection. Retro style fighting games a la Street Fighter are a huge thing in Tunisia. Having combined fast 4G with latest gaming trends, Orange wanted to add a little local spice to the mix. Behold the Hammam Fighter, a uniquely Tunisian retro-game with Tunisian street humour! 19% of Tunisian youth became active gamers; preference for Orange’s 4G went up by 38% as compared to established competitors.

Why we love it:

We loved the local cultural element of the Hammam Figther. Orange’s branded game seems exceptionally well-crafted and overall pretty damn awesome. Gamification has been a long-lasting digital marketing trend, but there are only few who get it right. Hammam Fighter reveals a good recipe for a knock-out mobile game: a dash of local cultural element mixed with trending gaming formats.


3rd Place: Lyrical School’s ‘Native Mobile Music Video’ by TBWA\HAKUHODO (Japan, ADFEST Winner)


Lyrical School is a Japanese female hip hop idol group. Their target audience of 10-20 year olds spend majority of their time on mobile. Hence mobile was the key channel for the release of the group’s debut music video for ‘Run and Run’. TBWA\HAKUHODO crafted the world’s first native mobile music video, specifically tailored to be watched on mobile devices. The video leaves a notion as if the group has hacked into the viewer’s smartphone. ‘Run and Run’ became Japan’s #1 trending topic on Twitter and gathered 1.3 million views within the first two weeks of the launch.

Why we love it:

‘Run and Run’ reflects the generation’s media consumption behaviour. Desktop is long dead for short format entertainment like music videos. There’s been a lot of buzz on vertical videos lately (yet to reach its height) and it’s most certainly a format marketers should consider going forward.


This month’s shortlist also includes:

Lenovo ‘Hadia Time’ by Memac Ogilvy & Mather Dubai (UAE, Dubai Lynx Winner)

Zespri Kiwifruit ‘How to eat a Zespri?’ by Blue Barracuda Dubai (UAE, Dubai Lynx Winner)


Our team of experts: Hando Sinisalu (CEO of Best Marketing International, Estonia), Maarja Laasu and Ann Kruuk (Co-Authors of “BOGDM: The Storybook and Storybook 2”)

To find out more about the awards visit: http://bestofglobaldigital.com/category/award/

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