When Loto Libanaise approached us about their plunging ticket sales, we asked ourselves “What does it mean to win the Jackpot?” The answer was these 3 print ads. The reward was a metal at Dubai Lynx.
Background: Loto Libanaise is Lebanon’s most popular loto. The parent company plays a crucial role in the Lebanese economy, allocating more than $42.4 million dollars annually to the government’s budget while returning around 45% of its revenues as prizes to the Lebanese people who invest their winnings in the country, thus increasing consumption and contributing to a healthy economic cycle.
Challenge: Most people can’t visualize how big the jackpot really is.
Solution: Show people how winning the jackpot is just the start of many big wins in life.
Design: Realistic moments of realizing you’re a winner juxtaposed against the many dreams that people have.
Copy: Simple and conversational.
Core message: The Loto Libanaise jackpot helps you win everything you dreamed of.