An original interactive Lottery campaign invites the French to “touch wood”

The French believe that on Friday 13 it's a lucky day, hence, when this date coincides on the calendar, The French Lottery offers a special prize of 13 million euros. To promote this giveaway, The BETC Euro RSCG agency installed an outdoor touch screen in Paris that invited passers-by to “touch wood” and counted the number of strokes of the superstitious Parisians seeking luck.

To increase awareness about the French National Lottery, the agency BETC Euro RSCG has created an eye-catching tactile experience to attract more people to play, according to the online newspaper Informa BTL. on fridays 13 represent a day of good luck in France, and every time this superstitious date occurs on the calendar, The French Lottery launches a special draw with 13 million euros in prizes.

To promote this giveaway, The BETC agency devised a 'below the line' strategy’ using one of the popular phrases associated with good luck: “Knock on wood”. The idea was to bring good luck to the streets by placing a wooden mupi in a busy area of ​​Paris.. The fence offered a tactile experience inviting people to “knock on wood” and get good luck to play the lottery. The digital screen recorded the number of times the superstitious touched it, recording a total of 5.826 people in two days and getting them to participate in the draw 2,5 millions of people, which represents an increase in 8 percent in participation.

[vimeo]http://vimeo.com/42889060[/vimeo]