HOW TO LAUNCH AND CREATE AWARENESS ON A second-in-a-week loto draw despite the prohibition to advertise for gambling in Mauritius?

In a market where advertising gambling events is prohibited, Lottotech faced a challenge in creating awareness about its second weekly Loto draw. But where others saw a limitation, we saw an opportunity to innovate. Our big idea was simple yet impactful: create the buzz around Wednesday, an otherwise mundane day, and turn it into something extraordinary.

The campaign, "Nou Mercredi," began with anonymous individuals calling to "get back their Wednesday." These mysterious figures took to the streets, placing banners on handrails, tagging walls, and organizing fake strikes—all while a Facebook page, also called "Nou Mercredi," spread the message further. Videos of the group's leader, passionately demanding a special Wednesday, were posted regularly. The media, picking up on these unusual events, covered them as 'breaking news,' sparking curiosity and intrigue among the public.

The beauty of the campaign was that it wasn't overtly commercial—it was presented as a social movement, not advertising. People began questioning, "What is there to claim about a random day in the middle of the week?" This curiosity laid the foundation for a deeper engagement with the brand.

The culmination of the campaign came when Lottotech announced its second Loto draw on Wednesday. It felt like the answer to the public's demand for a special day, and "Nou Mercredi" became synonymous with remembering to play Loto.