Entries were received from campaigns that ran in a total of 37 countries, led by the US (24 entries), UK (15), Germany (10) and Brazil (7).
Regionally, Europe accounted for most entries with 69, followed by North America (25), Asia (22), South America (13), Aus/NZ (11) and MEA (9).
Single-market campaigns dominated the entries: fewer than ten entries were explicitly multiple-market campaigns and these were generally European (examples: Toshiba, T-Mobile, Perrier).
But online and social channels meant that nominally single-market campaigns often went beyond their original borders (examples: VW Scirocco (UK), Evian (France) and Starbucks (US)).
Of the shortlisted entries (detailed on slides 12 and 13), four came from North America, three from Europe and one each from Asia and Aus/NZ.
Geographic spread of entries Sign up for a trial today and read all the entries www.warc.com/trialcannes
Geographic spread of entries (continued) * Figures refer to the number of entries that included marketing activity in that territory Sign up for a trial today and read all the entries www.warc.com/trialcannes Entries by region No. of entries* Europe 69 North America 25 Asia 22 Central & South America 13 Australia & New Zealand 11 Middle East & Africa 9 Top 10 markets No. of entries* USA 24 United Kingdom 15 Germany 10 Brazil 7 Spain 7 France 7 Australia 7 India 6 Sweden 5 South Africa 4
Small-budget campaigns (up to USD 500k) dominated the entries overall. But among the shortlisted entries higher budgets were more common, with campaign budgets of USD 10-20m accounting for half of the entries.
Breakdown by budget size Budget (USD) Sign up for a trial today and read all the entries www.warc.com/trialcannes
Overall, entries had an average of 2.5 campaign objectives. The shortlisted entries averaged 3.7 objectives.
The two groups of entries shared four of their top five objectives. But “harder” objectives such as increasing sales, gaining customers and growing market share were more prevalent among the shortlisted entries.
Marketing objectives Sign up for a trial today and read all the entries www.warc.com/trialcannes Top 5 objectives (total entries) % Increase awareness 40 Increase sales/volume 38 Build/defend brand position 33 Gain new customers 24 Social and non-profit objectives 20 Top 5 objectives (shortlist) % Increase sales/volume 78 Build/defend brand position 44 Gain new customers 33 Increase market share 33 Increase awareness 33
Taken as a whole, entries used an average of 5.1 media channels. This figure rose to 6.2 for the shortlisted entries.
TV’s continued importance is reflected by its presence in the media mix of 55% of entries - and in all but one of the nine shortlisted entries.
Social media marketing featured in 50% of the entries and advertiser-owned microsites were used in 47% of the entries.
PR was used by 30% of entries overall. By contrast, two thirds of shortlisted entries contained a PR element.
OOH was utilised by 35% of entries and four of the shortlist, whilst events and experiential was used by 30% of entries and, again, four of the shortlist.
Media channels Sign up for a trial today and read all the entries www.warc.com/trialcannes
Media channels (continued) Sign up for a trial today and read all the entries www.warc.com/trialcannes Top 10 channels (total entries) % Television 55 Social media 50 Internet (microsites/widgets) 47 Outdoor, OOH 35 Events and experiential 30 Internet display 30 Public relations 30 Online video 24 Word-of-mouth, viral 22 Radio 19 Top 10 channels (shortlist) % Television 89 Public relations 67 Social media 56 Outdoor, OOH 44 Events and experiential 44 Internet display 44 Online video 44 Cinema 33 Direct marketing 33 Point of purchase, in-store 33
The Grand Prix and Creative Effectiveness Lion Winners
From the shortlisted entries, a Grand Prix and five Creative Effectiveness Lion winners were chosen:
Grand Prix: Walkers (PepsiCo, UK).
Lions winners: Gillette Mach3 (P&G, India), McDonald’s (UK), Old Spice (P&G, US), The Pacific (TVNZ, New Zealand) and Snickers (Mars, UK).
Three winning entries were from the UK, perhaps reflecting UK agencies’ experience in demonstrating effectiveness for the rigorous and long-running IPA Effectiveness Awards.
All but one winner (The Pacific, TVNZ) were for global brands running campaigns in local markets. This reinforces the conclusion drawn by an analysis of entries to the 2011 Warc Prize for Asian Strategy: to engage consumers, campaigns should take a local, culturally-specific approach.
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The best entries therefore stood out for their focus on proving effectiveness:
They supplied research data to prove that communications objectives had been met or exceeded (e.g. awareness, recall etc).
They also provided evidence that business objectives, such as sales and/or market share increases, had been achieved (see slide 11).
And the very best (epitomised by the Grand Prix-winning Walkers) utilised econometric research to isolate the campaign effects and discount other factors.
Weaker entries , by contrast, tended to rely on assumptions and correlations to support their case (e.g. social media activity and PR output).
The 2012 winners of the Creative Effectiveness Lions will, like the inaugural winners in 2011, have to prove their ROI beyond doubt.
What it takes to win a Cannes Creative Effectiveness Lion (continued) Sign up for a trial today and read all the entries www.warc.com/trialcannes
Already a subscriber? Visit www.warc.com/cannes to browse all the published entries to the 2011 Cannes Creative Effectiveness Lions Want to read all the entries? Visit www.warc.com/trialcannes to sign up for your free trial today