An original interactive lottery campaign invites the French to “touching wood”

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

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

To promote this sweepstakes, the BETC agency devised a strategy 'below the line'’ using one of the popular phrases associated with good luck: "Touch 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., registering a total of 5.826 people in two days and getting them to psrticipasen in the draw 2,5 millions of people, which represents an increase in the 8 percent in participation.

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