수상작 캠페인 리포트     CROSS-OVER AGENCY  STU:M CREATION
CROSS-OVER AGENCY                         STU:M CREATION              stu:m creation은 풍부한 경험을 바탕으로 진행하는 OFF-Line 프로모션 전략과최...
Direct - Grand Prix
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Direct - Gold
Direct - Gold
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Direct - Gold
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Direct - Silver
Direct – Silver
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Direct – Silver
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Direct – Silver
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Direct - Bronze
Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Direct – Bronze
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Media – Grand Prix
Media - GrandPrix
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Media - Gold
Media - Gold
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Media - Gold
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Media - Gold
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Media - Gold
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Media - Gold
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스튬 크리에이션에서 제공하는 칸느 광고제 Direct / Media 부문 수상작 리포트 입니다
stumcomm.co.kr

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Media+direct lions stum creation

  1. 1. 수상작 캠페인 리포트 CROSS-OVER AGENCY STU:M CREATION
  2. 2. CROSS-OVER AGENCY STU:M CREATION stu:m creation은 풍부한 경험을 바탕으로 진행하는 OFF-Line 프로모션 전략과최근의 Digital 트랜드를 반영한 온라인 마케팅 전략으로 Integrated Campaign을 제공하는 Cross-Over Agency 입니다 서울시 강남구 청담동 126-6 4F 대표전화 02-3444-2789 http://stumcomm.co.kr/
  3. 3. Direct - Grand Prix
  4. 4. http://www.canneslions.com/work/direct/index.cfm?award=1Type of Entry: StrategyCategory: Traffic & Brand BuildingTitle: AMERICAN ROMAdvertiser/Client: KANDIA DULCEProduct/Service: SNACKEntrant Company: McCANN ERICKSON Bucharest, ROMANIADM/Advertising Agency: McCANN ERICKSON Bucharest, ROMANIADescribe the brief from the client:Romania‘s ROM chocolate bar is the traditional Romanian chocolate. Launched in 1964 with the Romanian flag on its wrapper, it had an ageing, nostalgic consumer base and was losing ground with the young generation. In a category in which success means continuously attracting younger fans, ROM‘s nationalistic values were a disadvantage. Young Romanians are disillusioned and cynical, with only 12% describing themselves as patriots. They prefer ‗cool‘ American confectionery brands like Snickers and Mars. ROM - the chocolate bar bearing the Romanian flag - needed to gain appeal to youngsters with few national values.Creative Execution:ROM (as in ROMania) was a traditional chocolate bar carrying a load of nationalistic values along with the Romanian flag on it. We wanted to stir a debate among young Romanians about the national values and remind them how much they love their national chocolate. We knew that although young Romanians tend to be negative about themselves and their country, their patriotism returns when challenged. This ‗reactive patriotism‘ underpinned our ground-breaking campaign that challenged young people‘s national ego in order to re-establish ROM as a cherished Romanian symbol.Describe the creative solution to the brief/objective.Our solution was not to fight the likes of Snickers and Mars, but temporarily join them. We replaced the Romanian flag on ROM‘s package with the American one, announced the change in media and prepared for people‘s response. The campaign was directing people on ROM website and Facebook page, to dialogue with the brand. Within hours, people reactions hit the Internet by the thousands. We moderated the conversations and monitoredpublic reactions 24/7. When the snowball grew big enough, we revealed that ROM was back as Romanian as ever, and concluded with an anthem dedicated to ROM and his fans.Describe the results in as much detail as possible.The campaign reached 67% of Romanians and generated €300,000 of free publicity. Online response was phenomenal: in six days, ROM‘s website had75,000 unique visitors; Facebook fans rose by 300%; supporters launched petitions and even organised a flash-mob in the capital. All brand image indicators have exploded, especially ―ROM is a brand for me‖, which more than doubled, with a 124% increase. ROM outperformed the market, with a 20% growth (compared to 8.2% category growth) in the most relevant channel, hypermarkets. Most importantly, ROM ousted Snickers to become Romanians‘ favourite chocolate bar, with a 79% increase of the indicator.
  5. 5. Direct - Gold
  6. 6. Direct - Gold
  7. 7. http://www.canneslions.com/work/direct/entry.cfm?entryid=28463&award=2Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social MediaTitle: COME BACK FERRORAMAAdvertiser/Client: ESTRELA TOYSProduct/Service: FERRORAMA TOY TRAINEntrant Company: DDB BRASIL São Paulo, BRAZILDescribe the brief from the client:Develop a project to relaunch Ferrorama, a very successful toy train made by Estrela and discontinued in the 80sCreative Execution:We posted a video on YouTube in which Estrela‘s president challenged the biggest Ferrorama community of fans on Orkut. In orderto prove their faith in the return of the toy, the fans should make the train travel the last 12 miles of The Way of St. James (ElCamino de Santiago, the most famous pilgrim‘s route in the world). The group had only 120 Meters of track and was told the trainwas not allowed to stop. The public could follow the journey in real time via video, photos, tweets, and interact live with the team ona website. We generated awareness of the campaign by targeting the fans on orkut (Facebook) and leading them to a YouTube film.Describe the creative solution to the brief/objective.Use old fans of the toy to create social media buzz and, therefore, reach our main target: children born in the digital age.Describe the results in as much detail as possible.After 5 days the fans reached their final destination, the St. James Cathedral. And the president honored his pledge, re-launching theproduct. 1230 pre-reserved toys on the website. Sold out 1 month after its release. Project featured 3 times on Twitter BrazilTrending Topics. More than 600 thousand views on the website, without paid media. Mentioned on TV shows, big magazines,newspapers and radio stations.
  8. 8. Direct - Gold
  9. 9. http://www.canneslions.com/work/direct/entry.cfm?entryid=26308&award=2&keywords=&order=0&direction=1&from=1&to=50Category: Best Integrated Campaign Led by Direct MarketingTitle: DECODE JAY-Z WITH BINGAdvertiser/Client: BING/JAY-ZProduct/Service: INTERNET SEARCH ENGINEEntrant Company: DROGA5 New York, USADescribe the brief from the client:Microsoft‘s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technologymore culturally relevant. The primary objective was to increase ―Intent to Use‖ Bing products and improve perceptions of Bing as aculturally relevant brand to a coveted younger audience. Bing‘s core users were middle aged women in the Midwest and the brandedwanted to make real inroads with the coastal youth population. We used the launch of Jay-Z‘s autobiography ―Decoded‖ as arelevant moment to create a deeper experience with it through Bing technology. The unique partnership brought Bing to theforefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps.Creative Execution:The target does not differentiate online from offline, so we built the program across existing media formats and channels but in anew way that wove them together and added interactive to everything. The target audience is wary of marketing messaging andneeded to use Bing technology to change any perception of it or increase overall usage. Our campaign worked across mediachannels in a new way and put the technology at the heart of the marketing.Describe the creative solution to the brief/objective.We started by putting every single page of Jay-Z‘s autobiography into media spaces around the world. Locations were relevant toeach individual pages content. Fans around the world could actually walk Jay-Zs path, experiencing his story right where ithappened. The campaign used everything from pizza boxes, plates, burger wrappers, jigsaw puzzles, t-shirts, to name a few. Fanssought out, discovered and interacted with this collection of unique small scale pieces. Even the smallest, traditionally overlookeditems became precious collector‘s items. Bing Search and Maps, allowed fans to discover each and every page, making thesecollectables fair game for everyone. Over the course of the month-long campaign, fans assembled the book digitally at bing.com/jay-z before it hit stores.Describe the results in as much detail as possible.-The average online player engagement was over 11 minutes per visit -Jay-Z‘s facebook fans grew by one million during thecampaign launch. -Decoded went straight to the New York Times Best Seller list at #2 its first week -Bing.com saw an 11.7% increasein visits the month of the campaign with no other media in market -Bing.com entered the top ten most visited sites in the US -Bingearned 1.1 billion global media impressions -Bing‘s ―intent to use‖ scores were higher than any other Bing marketing initiative everaccording to ComScore -Online Buzz and Social metrics were above average for any Bing marketing program according to NielsenBuzzMetrics
  10. 10. Direct - Silver
  11. 11. Direct – Silver
  12. 12. http://www.canneslions.com/work/direct/entry.cfm?entryid=4416&award=3Category: Flat MailingTitle: SPRINTER APPLIES FOR A JOBAdvertiser/Client: LUKAS LINDEMANN ROSINSKI /DAIMLERProduct/Service: MERCEDES-BENZ SPRINTEREntrant Company: LUKAS LINDEMANN ROSINSKI Hamburg, GERMANYDescribe the brief from the client:Develop an exclusive mailing campaign for major buyers of commercial vehicles, like fleet managers of big companies and presentthe Sprinter in a completely fresh and new way. 50% of the target audience was drawn from existing customers. The strategy was tokeep the contact and the customer relationship on a very exclusive level and recruit potential customers for a test drive event.Creative Execution:As already described: The Sprinter is as one of the best workers a company could have. And before you can work in a company, youhave to apply for a job. So the Sprinter did: he writes his own letter application with special tires. But also the brand Mercedes-Benzcould benefit from this completely new way of communication and strengthen its position as a innovative brand.Describe the creative solution to the brief/objective.The Sprinter is the one of the best workers a company could have. However, before you can work in a company, you have to applyfor a job. So the Sprinter did: he writes his own letter application with special made tires. Each letter of application came with a linkto a campaign micro site, providing video evidence that the Sprinter really had written the application itself. We raised the averageresponse rates, because a real application letter will definitely find his way on the manager‘s desk.Describe the results in as much detail as possible.More than 400 letters were printed by a Sprinter. Every print was an individual creation. The cost per print is about 8 Euros. Ca. 120of them was sent to the main commercial car buyers in a first flight. A second flight will follow. 39% of the recipients watched thevideo evidence online. Key Account Managers reported a much higher response quote especially in the face-to-face contacts.
  13. 13. Direct – Silver
  14. 14. http://www.canneslions.com/work/direct/entry.cfm?entryid=390&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Dimensional MailingTitle: SPARK HOPE MATCHBOOKAdvertiser/Client: ROCK 4 AIDSProduct/Service: ART FOR AIDSEntrant Company: JOE PUBLIC Johannesburg, SOUTH AFRICADescribe the brief from the client:Rock4AIDS is an annual benefit concert that aims to help combat HIV/AIDS by improving education in local schools. In order to raiseenough money to make a meaningful difference, we had to create a piece of communication that would convince musicians to comeand perform at this year‘s concert for free. Target audience: each year, the Rock4AIDS invitation is sent to different international andlocal bands and musicians.Creative Execution:Over the years since Rock4AIDS‘ launch, we created various invitations to the annual benefit concerts. For example, a guitar withoutstrings, entitled ‗The silence is killing us‘. In keeping with the theme of using the medium of rock music to affect a change againstHIV/AIDS, we chose to use one of the most used rock instruments, drumsticks, to spread a positive message.Describe the creative solution to the brief/objective.Even though HIV/AIDS spreads like a fire in our country, we believe that a message of hope can spread just as easily. We createdgiant matchbooks containing drumsticks which can be pulled out and struck, and which can be used during a performance. Eachmatchbook serves as an invitation to local and international artists to join us at this year‘s concert and to help us spark hope.Describe the results in as much detail as possible.We received a positive response from three of the four musicians that the invitation was sent to. Plans for the 2011 Rock4AIDSconcert are underway.
  15. 15. Direct – Silver
  16. 16. http://www.canneslions.com/work/direct/entry.cfm?entryid=26616&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social MediaTitle: THE HUMAN JUKEBOXAdvertiser/Client: PAUSE HOME ENTERTAINMENTProduct/Service: HIFI CHAINEntrant Company: ÅKESTAM HOLST Stockholm, SWEDENDescribe the brief from the client:Tell people that Pause is the best there is, when it comes to customized sound systems.Creative Execution:The experiment had never been done before. Our client was the first person ever to transform into a human jukebox. In Sweden andespecially Stockholm, Pause is well known for their extravagant stores.Describe the creative solution to the brief/objective.With the challenges of being a small player up against big Hi-Fi chains and their media budgets, our mission was to put all effortinto creating a story that could catch the attention of Pause offer among people – hoping they would pass it on… We connected theworld to Pause Home Entertainment Store, inviting everybody to experience the true nature of Pause passion for customized soundsystems. Meet the first Human Jukebox a.k.a. Fredrik Hjelmquist, CEO of Pause. We sent candy replicas of the pod as invitations tothe launch.Describe the results in as much detail as possible.The campaign broke even after only 6 days, increasing sales by 112 % compared to last year‘s campaign period. Store visits increasedabout 400%, and traffic to the web store over 600%.
  17. 17. Direct – Silver
  18. 18. http://www.canneslions.com/work/direct/entry.cfm?entryid=26626&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: Other Digital PlatformsTitle: THE SOUND OF GREENAdvertiser/Client: THE SWEDISH POSTProduct/Service: POSTAL SERVICEEntrant Company: ÅKESTAM HOLST Stockholm, SWEDENDescribe the brief from the client:In brief: show Swedes that Swedish Postal Service (Posten) are experts in parcel delivery, not only in flat mail. The target audiencewas everyone who sends and/or receives things through mail. Since web-shopping, B2C and C2C increases, the business potential ishuge and Posten needs to become top-of-mind in order to become the chosen alternative more often – especially DHL, Schenkerand other competitors are attractive alternatives. The core of the strategy was to show exactly how flexible Posten is when it comesto delivery of things, not only regular mail, and also portray Posten as a modern communications company.Creative Execution:Not only did the execution engage people in an appealing way though the product in itself is rather dull, but it also showed themodern side of Posten (which is often perceived as an old slow-moving company). Furthermore, the Sound of Green competitionhelped proving Posten‘s excellence within the area and also showed their own parcels, which is an important product category ofPosten‘s.Describe the creative solution to the brief/objective.The solution was a competition called ‖The Sound of Green‖, and the idea was to let people look at, shake and above all listen to 80different parcels, all containing different things (from speakers to hats). The competition was web-based, thus the shaking and theplaying with the parcels were done through one‘s computer. People were given the opportunity to guess what was in the parcels andif you guessed right, the parcel was sent to your home address. Hence, the target audience got the opportunity to actually seeexperience how flexible and excellent Posten is. In order to make people aware of our projects we placed advertising banners onrelevant external websites, as well as on Posten‘s own site, that would lead the target audience to the respective landing site. Themessage was spread through social media, which played a key role in driving traffic.Describe the results in as much detail as possible.Over the course of 14 days, 140240 guesses were made, i.e. on average 1753 guesses per parcel, which was a lot more than expected.In the end all parcels had found its way home to a winner and Posten had proved themselves a modern company that are experts indelivering almost anything to anyone, anywhere. Since people had a view of Posten as an old slow-moving governmental company,every second of interaction in a new context, which help create a more modern image for Posten, is a positive outcome.
  19. 19. Direct – Silver
  20. 20. http://www.canneslions.com/work/direct/entry.cfm?entryid=7122&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Ambient Media (Large Scale)Title: THE BIG TRIPAdvertiser/Client: STRAUSS GROUPProduct/Service: CHOCOLATEEntrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAELDescribe the brief from the client:Re-invent the long running slogan "ALWAYS WITH YOU" for Israels leading chocolate brand- "Elites cow chocolate" in a fresh waythat really shows consumers were always with them. The target was young Israeli backpackers that go on "THE BIG TRIP", an Israeliphenomenon when 65% of young Israelis, prior to collage, head off for a long trip, typically to the Far East.Creative Execution:Since our brands long running slogan is "ALWAYS WITH YOU" it was only right to truly show consumers were always with them,even in remote places, far from home. Our strategy was to use a designated team that would bring the loved chocolate brand toconsumers in remote places in the world.Describe the creative solution to the brief/objective.Bring the homeland chocolate to young Israeli backpackers that go on "THE BIG TRIP", an Israeli phenomenon when 65% of youngIsraelis, prior to collage, head off for a long trip, typically to the Far East. The young backpackers where stunned to see the teamwherever they went and even more excited to receive their favourite chocolate hundreds of kilometres from home.Describe the results in as much detail as possible.Videos of more than 200 travellers were aired, days later, on national prime time TV, banners, and a dedicated website. -For some ofthe travellers‘ families, we organized a special screening of their loved ones greetings. - Videos from the campaign reached tens ofthousands of views during the 3-week campaign. -The YouTube channel that hosted the videos became the 13th most viewed inIsrael. - Chocolate cow Sales went up by 17% in the following month - We gave our consumers a unique experience and remindedthem that Elites Chocolate Cow is really always with them.
  21. 21. Direct – Silver
  22. 22. http://www.canneslions.com/work/direct/entry.cfm?entryid=26301&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Ambient Media (Large Scale)Title: SPREAD THE TEDAdvertiser/Client: TEDX BUENOS AIRESProduct/Service: TEDXEntrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINADescribe the brief from the client:TED is a nonprofit organization devoted to ideas worth spreading. Ted offers inspiration from the worlds most inspired thinkers to aglobal community. In Latin America TEDx talks are still far away from common people. If we wanted to spread these ideas, weneeded a more popular approach between them and TEDx.Creative Execution:We called the city´s most remarkable speakers: TAXI DRIVERS. 50 of them were invited to TEDx Buenos Aires, so that they wouldlisten to the speakers and then spread these outstanding ideas all over the city. The creation of this direct link between TEDx and thepassengers, put them face to face with some of the most inspiring and fascinating ideas.Describe the creative solution to the brief/objective.We called the city´s most remarkable speakers: TAXI DRIVERS. 50 of them were invited to TEDx Buenos Aires, so that they wouldlisten to the speakers and then spread these outstanding ideas all over the city. The creation of this direct link between TEDx and thepassengers, put them face to face with some of the most inspiring and fascinating ideas.Describe the results in as much detail as possible.• 7000 passengers interact in a direct and close way with TEDx ideas in just 1 week of work. • That´s 7 times de Tedx´s Buenos Airesaudience. • We spread the TEDx throughout every part of the city. • For the first time, taxi drivers turned into a communicationmedia. • More than 2.000.000 followers received the video via Twitter. • Due to success of the spread, we will use HAIRDRESSERS inTEDx 2012.
  23. 23. Direct – Silver
  24. 24. http://www.canneslions.com/work/direct/entry.cfm?entryid=25763&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Best Low Budget CampaignTitle: 4TH AMENDMENT WEARAdvertiser/Client: 4TH AMENDMENT WEARProduct/Service: METALLIC INK UNDERCLOTHESEntrant Company: 4TH AMENDMENT WEAR Boulder, USADescribe the brief from the client:How could we get Americans to question just how far they were willing to go to be safe? Were they really willing to forfeit some ofthe very principles the country was built on? It was a question we didnt think the TSA had fully pondered. So we invented a productto force them to consider that very question. Metallic Ink Printed Underclothes readable on TSA body scanner machines. 4thAmendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.Creative Execution:4th Amendment Wear made a statement without having to say a word. It used the very act of invading someone‘s privacy tocommunicate a message that questioned how far Americans were willing to sacrifice that sense of privacy. It gave the wearer a senseof individual liberty to be able to express their concerns, while not causing a disturbance. We were the first product to ever bedesigned and tested to specifically appear in shape and letter form under backscatter scanning machines. A silent protest against thenew reality of being searched to the point where we‘re basically naked.Describe the creative solution to the brief/objective.We invented a proprietary metallic ink that displays any designed image or message on the TSA scanner screens. We createdUndergarments printed with metallic ink that display the 4th Amendment - the amendment to the US Constitution that protectedAmerican citizens against unreasonable searches. So whenever a TSA agent peeked at a travelers privates, they would be confrontedby the very law they were accused if violating. It was a way to make a statement...without saying a word. The concept behind 4thAmendment Wear is simple: to get Americans to think a little more about their constitutional rights. The website was linked to otheranti-xray sites, and traffic quickly built up as word spread.Describe the results in as much detail as possible.Our website 4thamendmentwear.com received 1,205,397 hits the weekend of launch (November 20th 2010). We received over 3.4million hits on the site in less than 3 weeks from around the world. 4th Amendment Wear sold out of the first immediately. 4thAmendment Wear sold out again 3 days after restocking. After thousands of pre-orders, wholesale requests, retail buyers wanting tostock 4th Amendment Wear and worldwide distribution offers. 4th Amendment Wear is launching on a mass production basis in theUS.
  25. 25. Direct – Silver
  26. 26. http://www.canneslions.com/work/direct/entry.cfm?entryid=26461&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Traffic & Brand BuildingTitle: UNEXPECTED LUGGAGEAdvertiser/Client: SPANAIRProduct/Service: CHRISTMAS CAMPAIGNEntrant Company: SHACKLETON Madrid, SPAINDescribe the brief from the client:Spanair wanted to launch a Christimas greeting to all its customers. On Christmas 2010, Spanair used segmentation, personalizationand creativity to CREATE AN IMPACT at the right moment. The airline then used social media to turn contents into direct marketingtools in order to generate links on the Internet and pass on Spanair‘s positioning based on proximity, client orientation and attentionto service details. The passengers of the flight that landed at midnight on that Christmas Eve, couldn‘t imagine the experience theywere about to live. And probably they wouldn‘t be able to forget it either...Creative Execution:The DM strategy was based on: 1. SEGMENTATION: Although the action took place in such an unexpected place -the baggage claimarea- it was not only about giving a present, it was about the gesture and detail. With that in mind, 12 client types were definedbased on sex, age and occupation, family role, etc. 2. PERSONALIZATION: For each client type (ex: man/young/father) we chose abest-fit present with the passengers‘ name on it. 3. COMMUNICATE WITH A FACT. We used an individual gesture to demonstrateSpanair "cares about the little things that clients care about" and waited for it to be passed around.Describe the creative solution to the brief/objective.On the luggage conveyor belt and before their luggage came out, passengers found some unexpected luggage arriving: apersonalized gift with the names of each one of them. The baggage claim area became a spontaneous party. The surprise and thepassengers reactions were recorded and became a video which was launched in Spanair‘s Youtube. Spanair sent this to all otherclients as their Christmas greeting. In 48 hours, the video was viewed 100,000 times and, in two weeks, 700,000 times. It was sharedmore than 8,000 times, blogs and Spanish TV channels Cuatro and Telecinco, BBC, ABC echoed the news.Describe the results in as much detail as possible.• Spontaneous applause from all passengers that received the surprise. • In 48h hours, the video had more than 100,000 viewings,700,000 in two weeks. • More than 30,000 individual comments and replies were posted on YouTube, Facebook, Twitter etc. A tokenof the new relation the brand established with clients. • Ranked 6th most viewed viral in Goviral. • Spanairs Facebook wall receivedthousands of comments demonstrating it had impacted more than just the passengers but all those who were moved by thecampaign.. These reactions mean a first stage on the relationship and dialogue with the brand.
  27. 27. Direct – Silver
  28. 28. http://www.canneslions.com/work/direct/entry.cfm?entryid=23379&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Other Consumer Products (including Durable Goods)Title: BUILDERS OF INFINITYAdvertiser/Client: LEGOProduct/Service: TOYSEntrant Company: PLAN.NET Hamburg, GERMANYDescribe the brief from the client:We had to develop a direct campaign for LEGO that promotes the core of the brand creativity. As this is what the target audienceuses when playing in whatever way with LEGO bricks, it was important for us to involve the user to create something new and big.Our aim was that everybody who gets in contact with our digital campaign becomes part of it by using their own creativity.Creative Execution:We made a jump ‗n‘ run game, created by the user themselves, and becoming bigger and bigger, with every user who takes part in it.This promotes perfectly the core of the brand LEGO: creativity.Describe the creative solution to the brief/objective.We created an idea for the most common banner: The leader board banner. 728px x 90px for endless fun: An interactive jump ‗n‘ rungame, created by the users themselves. A little LEGO figure, starting on the very left, has to reach the right side of the banner inorder to finish a level. While playing in the banner, users always have the possibility to visit builders-of-infinity.com. Here, users cancreate their own level – with LEGO bricks. Small bricks, big bricks, moving bricks, pink bricks, fast forward bricks... Once a userfinished building a level, he can publish it. His level will be added to the game – raising the number of levels for the banner.Describe the results in as much detail as possible.Countless LEGO fans from all over the world create a never-ending jump ‗n‘ run game. And to become #1 in the high score some ofthem played even more than 1 hour on this banner.
  29. 29. Direct – Silver
  30. 30. http://www.canneslions.com/work/direct/entry.cfm?entryid=26405&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Travel, Entertainment & LeisureTitle: DRUNK VALETAdvertiser/Client: BAR AURORA & BOTECO FERRAZProduct/Service: CHAIN OF BARSEntrant Company: OGILVY BRASIL São Paulo, BRAZILDescribe the brief from the client:Brazil has one of the highest rates of alcohol related car accidents. Even after instating a zero tolerance policy on the subject, 40.000people died due to drunk driving last year. People drink alcohol and think it is ok to drive. The objective of this campaign was toraise awareness, to make people think about drunk driving. The target audience was comprised of the regular customers of BarAurora and Boteco Ferraz and new customers from the Internet. The strategy aimed at attacking the problem before it began, that is,before drivers enter the bar.Creative Execution:The strategy of this campaign was to impact people in the moment that they were most capable of realizing the risks of drunkdriving: before their first drink. The action not only drew attention to the cause, but also to Bar Aurora and Boteco Ferraz.Describe the creative solution to the brief/objective.The creative solution was to place an apparently drunk parking valet to drive the cars. So, as people refused to give up their keys, wedelivered a message in the valet ticket: NEVER LET A DRUNK DRIVER TAKE YOUR CAR. EVEN IF THAT DRIVER IS YOU. The real actionwas recorded without drivers noticing and then transformed in a internet film in order to spread the message.Describe the results in as much detail as possible.A 100% of the drivers didntt let the valet take their car and more people realized that, when it comes to drunk driving, they shouldbe as tough with themselves as they are with others. The customers took the valet tickets with them to show their friends. Themessage quickly spread on twitter, orkut and facebook around the world. The idea was highlighted on blogs and mentioned ontraditional media as an example. Bar Aurora & Boteco Ferraz received the attention they pursued and the most important, peoplewalked away with a handy reminder: no one should drive after drinking.
  31. 31. Direct – Silver
  32. 32. http://www.canneslions.com/work/direct/entry.cfm?entryid=4068&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Publications & MediaTitle: CARDEÑOSAAdvertiser/Client: MOVISTARProduct/Service: SPORTS WEBSITEEntrant Company: DDB SPAIN Madrid, SPAINDescribe the brief from the client:Our aim was to generate traffic to the Terra Sports website during the World Cup championship that took place between June 11thand July 11th 2010. Getting people to choose Terra Sports over the thousands of media providers also covering the World Cupduring that period. We needed unique content for Terra Sports that could not be found in any other media. Content that would beinteresting for the frequent visitors and that would attract new ones. Content that would please both soccer fans and the ones thatonly remember soccer when the World Cup comes up. But also, content that will go down in history because Spain finally won asoccer World Cup.Creative Execution:- Bad luck has been chasing the Spanish national team throughout history, and what we did was turn the tables around, using it inour favour, achieving an unthinkable objective: winning our first soccer World Cup. - As exclusive content of Terra Sports, the actionmanaged to turn the website into a soccer reference. - Its popularity captured the interest of the mass media, which for the first timein history talked about a sports website, not only managing to generate traffic but also increasing awareness for the website.Describe the creative solution to the brief/objective.We generated exclusive content that everybody would want to follow: the key for Spain to win their first World Cup ever. JulioCardeñosa, soccer player with the worst luck in the history of the Spanish team, would pass his bad luck on to the other nationalteams. The first step was sending him to Brazil, whose team was favoured to win the championship. People could follow him as hespread his "luck" to the Brazilian fans, their stadiums, their symbols and even their national coach. Once Brazil had been dismissed,he did the same to all the other national teams. On July 11th 2010, Cardeñosa accomplished his mission. Spain won its first WorldCup and made 46 Million Spaniards happy.Describe the results in as much detail as possible.- The site received 4,437,240 visits. - Traffic to the Terra Sports website increased by 68% (NIELSEN) - We obtained 230,000€ worth offree publicity. - The brands awareness increased dramatically. - But above all, Spain won its first World Cup and we made 46,000,000Spaniards happy.
  33. 33. Direct – Silver
  34. 34. http://www.canneslions.com/work/direct/entry.cfm?entryid=26412&award=3&keywords=&order=0&direction=1&from=1&to=50Category: Corporate Image & InformationTitle: SANTA’S FORGOTTEN LETTERSAdvertiser/Client: COCA-COLAProduct/Service: CHRISTMAS MESSAGEEntrant Company: OGILVY BRASIL São Paulo, BRAZILDescribe the brief from the client:Adults dont care so much about Christmas anymore and its magic is almost lost. Coca-Cola challenged us to give adults a reason tobelieve in Christmas again.Creative Execution:Coca-Cola and Christmas have always gone hand in hand and its campaign this year is focused on reasons to believe. With thispersonalized door-to-door stunts we managed to perfectly tie both of them together, in a way that only Coca-Cola could do.Describe the creative solution to the brief/objective.We decided to make adults believe again by taking them back to a time when they believed: their childhoods. But how could we dothat? By granting wishes on forgotten letters they wrote to Santa when they were kids. We searched the world and, in the little townof Santa Claus, Indiana, found the Santa Claus Museum, a place that keeps letters to Santa dating back to the 1930s. In Christmas2010, we went through 60.000 forgotten letters, selected 75 of them and then set out on an impossible task: to find the writers andgive them the exact gifts they asked for many years ago - from a Cathy QuickCurl doll to an Evel Knievel Skyrocket.Describe the results in as much detail as possible.We gave adults a reason to believe in Christmas again.
  35. 35. Direct - Bronze
  36. 36. Direct – Bronze
  37. 37. http://www.canneslions.com/work/direct/entry.cfm?entryid=26596&award=4Category: Flat MailingTitle: LIVING CHRISTMAS CARDSAdvertiser/Client: THE SWEDISH POSTProduct/Service: POSTAL SERVICEEntrant Company: ÅKESTAM HOLST Stockholm, SWEDENDescribe the brief from the client:Swedish Post‘s (Posten) business relies on people sending tangible things (cards, packages etc.), thus in a way the rapid digitaldevelopment poses a heavy threat. Year after year, we see a decline in number of Christmas cards sent, and an increase in digitalmessages spread around this holiday. Consequently, the objective was to inspire Swedes, primarily young people who don‘t usuallysend tangible greetings, to send real Christmas cards and decelerate the negative trend. Main insight: people love getting cards butthink it‘s too much of a hassle writing and sending them – thus, sending cards needs to be more fun.Creative Execution:Since many (especially young folks) think that Christmas cards are something for the elders and that is not something they go aboutdoing, the key in this execution was to re-define what a Christmas card can be, and not the least how to create and send one. Hence,the execution made people interact with Christmas cards in a whole new way and realize that this product is not obsolete – it‘s infact the opposite. This was also important from a brand standpoint, since Posten is often seen as old-fashioned… not so much anymore. In order to make people aware of our projects we placed advertising banners on relevant external websites, as well as onPosten‘s own site, that would lead the target audience to the respective landing site. Furthermore, the message was spread throughsocial media, which played a key role in driving traffic.Describe the creative solution to the brief/objective.New technology merged with old-fashioned thoughtfulness resulted in ―Living Christmas Cards‖; the worlds first Christmas cardsphotographed live from the web. Our expectation was that this would re-energize Christmas cards and make them more relevant toyoung Swedes. A reindeer‘s pen was built on the top of a mountain and web-cameras were mounted in and around it so peoplecould take their own unique pictures from the pen through a website. ―Living Christmas Cards‖ was connected to a web-tool called"Real Postcard" where you upload pictures and write messages, which Posten then deliver as postcards.Describe the results in as much detail as possible.The negative trend for real cards decelerated heavily. 2010 became the best year ever for the ―Real Postcards‖ web-tool (from wherethe Living Christmas cards were sent) – an 18% increase in sent cards compared to 2009. 55.5% of all cards sent through ‖RealPostcards‖ were sent around Christmas, indicating that this promotional campaign was highly effective. Furthermore, the campaigngenerated massive impact in non-bought media. In total, PR contacts were estimated to 6.6 million (Sweden‘s population: 9 million)and PR was highly positive.
  38. 38. Direct – Bronze
  39. 39. http://www.canneslions.com/work/direct/entry.cfm?entryid=25793&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: Email MarketingTitle: WE DELIVER YOUR DOWNLOADAdvertiser/Client: CINE 24 HORASProduct/Service: VIDEO RENTALEntrant Company: AGE ISOBAR São Paulo, BRAZILDescribe the brief from the client:Even though it‘s illegal, people have been downloading more movies than ever over the Internet. It‘s practical, fast and there‘s noneed to leave your home. As a result, video rentals decreased 60%. Especially on smaller video stores. So, how a videoneighbourhood rental store that wants to bring back customers, can promote its delivery service with only a small budget?Creative Execution:We created a free movie download blog and emailed the link to our costumers that had not being renting movies in a long time. Wesent a personalized email to each customer to avoid being confused with a spam. When the client accessed the blog and started thedownload we discovered the location in the neighbourhood and monitored the download crossing google analytics data with theregistration of the client and once the download gets finished, instead of the movie, the user saw a short video.Describe the creative solution to the brief/objective.Instead of sending a traditional direct mail, we‘ve created ―We Deliver Your Download‖: when people accessed the website andstarted to download a movie, we delivered the same movie before the download finished.Describe the results in as much detail as possible.61 customers started to rent again. Too little? For a neighbourhood rental store in crisis which rented at most 2500 movies permonth, it means a 16% increase on rentals. What movie do you want to watch? We deliver your download.
  40. 40. Direct – Bronze
  41. 41. http://www.canneslions.com/work/direct/entry.cfm?entryid=28380&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: Mobile MarketingTitle: INVISIBLE POP UP STOREAdvertiser/Client: AIRWALKProduct/Service: FOOTWEAREntrant Company: Y&R New York, USADescribe the brief from the client:Create buzz around the limited edition re-launch of the classic 90s Airwalk sneaker, the Jim. Also re-establish Airwalk‘s reputationwith street culture, targeting sneaker fans.Creative Execution:The Jim is an anti-gym shoe, originally designed for kids that don‘t try out for the school football team, but hang out in skate parksand beaches instead. So that‘s where we located the stores – Venice Beach, LA, and Washington Square, NYC. And limited editionsneakers are all about exclusivity, and buzz, so we knew that incorporating that into the actual buying process would help Airwalkachieve their goal. The Airwalk app was publicized through the Airwalk blog, and through press releases to popular sneaker, tech,apparel, and culture blogs. It was then quickly picked up by other blogs and sites, and passed on via word of mouth as well.Describe the creative solution to the brief/objective.We wanted to create a lot of buzz, as well as pay our respects to the shoe‘s heritage. So we made the world‘s first-ever Invisible PopUp Stores, in locations relevant to the target audience. Coupling together cell phones, GPS technology, and Augmented Reality,customers could only buy the Jim if they downloaded the app, went to a pre-determined location, held up their phones, and took aphoto of the AR Jim floating there. That allowed them to purchase the sneaker there and then.Describe the results in as much detail as possible.We created an entirely new method of retail. Airwalk‘s e-store had its busiest day ever. We generated $5 million of earned media inpress, online and TV. We re-established Airwalk‘s link with street culture, and made them relevant again.
  42. 42. Direct – Bronze
  43. 43. http://www.canneslions.com/work/direct/entry.cfm?entryid=25340&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social MediaTitle: SEND A MESSAGE TO THE FUTUREAdvertiser/Client: AMFProduct/Service: PENSION FUNDSEntrant Company: FORSMAN & BODENFORS Gothenburg, SWEDENDescribe the brief from the client:Pension funds are a typical low interest subject. To be frank – its BORING. Its very hard to get people engaged. AMF, with the tagline "For the future", usually connects with their clients via direct advertising and ad campaigns talking about the future. This time wewere looking for another way to do it.Creative Execution:It‘s a lot more effective to get a message from your friends rather than from a company, and you are more likely to respond, shareand let that be a part of the conversation. And by doing this people will start to think about their future which make pensionssavings more relevant.Describe the creative solution to the brief/objective.We got the message out using internet banners. The solution is to get people engaged in their own personal future, and to interactwith their friends by sending messages to the future (the messages can be open for the first time in the year 2030). Its all aboutgetting people to think about their future, and to make them involve their family and friends. Secondly its about planting thethought of how your life will be in the future (family, work, economy, etc). 300.000 local page visitors created millions of totalcontacts via mail, text messages, private messages on Facebook and shared wall posts.Describe the results in as much detail as possible.Response rate over 40% compared to a business average of 5-6%. 300.000 local page visitors created millions of total contacts viamail, text messages, private messages on Facebook and shared wall posts. But its also hard to measure in that way. This is a brandbuilding campaign rather than a classic business response campaign, therefore the lack of figures.
  44. 44. Direct – Bronze
  45. 45. http://www.canneslions.com/work/direct/entry.cfm?entryid=25342&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social MediaTitle: THE PROMISE KEEPERAdvertiser/Client: REEBOKProduct/Service: SHOESEntrant Company: FORSMAN & BODENFORS Gothenburg, SWEDENDescribe the brief from the client:The brief was to launch the Reebok ZigTech running shoe to a target audience that are not hardcore runners but interested. Thecampaign should be interactive and able to live it‘s own life and spawn conversation around the Reebok brand. The ZigTech‘sproduct claim is ‗More energy to your feet‘. With every step you will be propelled forward thanks to ZigTech‘s unique design. Butthat of course only works if you actually go for a run...Creative Execution:Every run promised generates personal updates that are spread from the user to all of his/hers friends, spreading the word aboutThe Promise Keeper, Reebok and the Reebok ZigTech shoe. The shoe (with it‘s unique design) is visible in EVERY update. Everyupdate also spawns conversation; comments, likes and/or re-tweets spreading the message to even more people. We used Reebokssport stars by posting personal videos from them directly to people who had made promises reminding them to stick to it, orcommenting on their runs or lack of. Many videos even contains the users name making them very personal.Describe the creative solution to the brief/objective.We created ‗The Promise Keeper‘, the first online running application (website, iPhone/iPad-app and Android app) that will actuallyget you out and run. Every run you promise to make in your online calendar is automatically posted on the social network of yourchoice and spread to all of your friends. They will also be notified about whether you ran or not. Every update is personal andbecomes a direct message that spawns conversation. Everything built on the insight that a promise to everyone you know is moreimportant than a promise only to yourself. Twitter and Facebook followers were sent a direct link to download the app.
  46. 46. Direct – Bronze
  47. 47. http://www.canneslions.com/work/direct/entry.cfm?entryid=26222&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social MediaTitle: PHOTOSHOOTINGAdvertiser/Client: WWFProduct/Service: CHARITYEntrant Company: LEO BURNETT MOSCOW Moscow, RUSSIADescribe the brief from the client:Exterminated by poachers, the Siberian Tiger is now on the verge of extinction. Even if some people are aware of it, they still dontfeel intimately concerned with this problem. WWF decided to change this.Creative Execution:This gave them a chance to experience the horror of the massacre in the most direct way: on their own skin, so to say. This came asa surprise - even as a shock.Describe the creative solution to the brief/objective.We developed a digital campaign that worked on three levels: DM, ambient and online. A special QR-code T-shirt was designed thatenabled the wearer, both when visiting certain prêt-a-porter shops and sitting in front of their computer at home, to experience thehorror of the massacre. We began by sending these t-shirts to famous Russian bloggers and also the WWF database, this came withdetails on how to access the website.Describe the results in as much detail as possible.The response was immediate. Hundreds of people interacted with our ambient media, generating a huge buzz in Moscow andtriggering maximum press PR coverage. - 3 000 T-shirts - over 150 000 posts and publications - over 30 000 000 people involved on-line - over 60 000 000 people overall coverage - on the 23 November at the ST. Petersburg summit protection of the Siberian tigerwas listed among top state priority
  48. 48. Direct – Bronze
  49. 49. http://www.canneslions.com/work/direct/entry.cfm?entryid=25045&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: Other Digital PlatformsTitle: EDDING DIGITAL HIGHLIGHTERAdvertiser/Client: EDDING INTERNATIONALProduct/Service: STATIONARYEntrant Company: KEMPERTRAUTMANN Hamburg, GERMANYDescribe the brief from the client:Edding markers can be used virtually anywhere. Except online. How can we make edding a major brand in the Internet too?Creative Execution:Creating a digital highlighter was relevant to edding because it thereby expanded the brand‘s portfolio to the digital worldDescribe the creative solution to the brief/objective.The first digital highlighter of its kind allows users to highlight texts online, share them via social media sites and email or save themas PDF files. The online articles and PDF files are linked to an edding microsite, where the highlighter can be added to thebookmarks tool bar. This bookmark let solution allows the digital highlighter to work on any website with text, regardless of whichbrowser is being used.Describe the results in as much detail as possible.The flash banners generated a 2.7% click rate. 81% of users added the digital highlighter to their tool bar. The number of visitors tothe edding homepage increased by 12% during the campaign as a result of our digital highlighter microsite.
  50. 50. Direct – Bronze
  51. 51. http://www.canneslions.com/work/direct/entry.cfm?entryid=26112&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Digital: Other Digital PlatformsTitle: DOGGELGANGERAdvertiser/Client: MARSProduct/Service: DOG ADOPTIONEntrant Company: COLENSO BBDO Auckland, NEW ZEALANDDescribe the brief from the client:Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. In its third year,Pedigree asked us to come up with an idea that would reinvigorate the initiative and open the door to more dog adoptions thanever.Creative Execution:Our objective was to get more people to become aware of the plight of homeless dogs, and increase dog adoptions in the process.To get a person to fall in love and adopt a dog you have to first get them to the shelter. By creating a user experience that paired areal person to a real homeless dog we created a personal experience that immediately set up an emotional connection. In the wordsof one user (A. Steedman): ―When you see those eyes looking back at you, it‘s almost impossible to not set up a meeting.‖ Peoplewere alerted to the website through an EDM campaign sent to the mailing lists of affiliated animal justice partners. This EDM wasaccompanied by a seeding strategy.Describe the creative solution to the brief/objective.Studies have shown that some of the happiest dog and owner pairs share similar features, personality traits, even body types. That‘swe developed Doggelgänger; human to canine pairing software, designed to connect homeless dogs to their human doubles. Thisstate-of-the-art software analyses your features, and compares them with a nationwide database of real dogs looking for adoption.By partnering with shelters across the country, Doggelgänger has given homeless dogs everywhere the very best chance to set upthat vital first meeting in the journey to finding a new home.Describe the results in as much detail as possible.With the site going live in April and the seeding strategy in its infancy, it‘s too early for quantifiable results however we hope thatthousands of kiwis get on the site and find their Doggelgänger, and more dogs are adopted as a consequence.
  52. 52. Direct – Bronze
  53. 53. http://www.canneslions.com/work/direct/entry.cfm?entryid=26032&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Ambient Media (Large Scale)Title: POOLBALLAdvertiser/Client: COMPAÑIA INDUSTRIAL CERVECERAProduct/Service: BUDWEISEREntrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINADescribe the brief from the client:Men love playing football and going out at night. But when they party all night they cant play football seriously. Budweiser, thebrand historically linked to football and night-life, wanted to bring these two opposite passions of men together.Creative Execution:We created a new sport: Poolball. And located 7 by 3 meter long pool tables in bars across Buenos Aires for men to experiencedirectly they can actually have it all for the very first time in history: Football, night-life, beers and women.Describe the creative solution to the brief/objective.The TV broadcast featured a Budweiser website sponsorship.Describe the results in as much detail as possible.-Over 280 players every night. -ESPN & FOX Sports live broadcast. -The # 1 specialized sport newspaper journals of Argentina, ElGráfico & Ole, covered Poolball immediately. -ESPN asked to use the poolball table all the year long, adopting Poolball as the newsport of the channel.
  54. 54. Direct – Bronze
  55. 55. http://www.canneslions.com/work/direct/entry.cfm?entryid=23128&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Broadcast: TV, Radio & InfomercialsTitle: REVENGE ON CALLCENTERS & HELPDESKSAdvertiser/Client: RADIO 1Product/Service: PEETERS & PICHALEntrant Company: MORTIERBRIGADE Brussels, BELGIUMDescribe the brief from the client:Radio 1 is Belgium‘s biggest news channel. They air a show called ‗Peeters & Pichal‘, a show that defends consumer rights. The topicthey were treating was the general attitude at call centres & helpdesks. The objective was to show that Radio 1 does not only givefacts & figures, but that they can also engage, change and interact.Creative Execution:We used the medium radio in all of its different aspects. We adapted the music, we made live phone calls, and we captured ouractions and put them on air.Describe the creative solution to the brief/objective.We confronted the call centres & helpdesks with their own bad habits. We did to them what they do to us: we kept them waiting.We took the side of so many frustrated and helpless consumers. Radio spots alerted listeners to the show.Describe the results in as much detail as possible.The topic became a public debate. The minister of Economics got involved. Two weeks later, the 20 biggest companies in Belgiumsigned a charter to get rid of the long waiting times and be more consumer-friendly. They committed themselves to make sure thatconsumers will have to wait no longer than 1 minute.
  56. 56. Direct – Bronze
  57. 57. http://www.canneslions.com/work/direct/entry.cfm?entryid=25966&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Direct Response Broadcast: TV, Radio & InfomercialsTitle: THE CODEAdvertiser/Client: ARMED FORCES OF COLOMBIAProduct/Service: ARMED FORCES SUPPORTEntrant Company: DDB COLOMBIA Bogotá, COLOMBIADescribe the brief from the client:In Colombia there are policemen and soldiers who have been kidnapped for more than 12 years. They don´t know what hashappened to their families or their country, they only find out about news that the guerilla wants them to hear. In an effort to speakdirectly to their men and tell them about their daily efforts for rescue, and considering that radio is the only means ofcommunication, a song was created which contained a hidden message of combat in the chorus written in Morse codeCreative Execution:In over 12 years the kidnapped policemen and soldiers have only found out about news that the Farc wants them to hear. For thefirst time through this song and its messages in Morse code they found out about reality and the efforts being made every day torescue them.Describe the creative solution to the brief/objective.The only way to reach the policemen and soldiers who have been kidnapped for over 12 years is by radio. This is why we created asong which had hidden messages of combat hidden in the chorus in Morse code. 3 million Colombians listened to the song,including members of the FARC guerilla, but our 16 kidnapped policemen and soldiers were the only ones who understood it.Describe the results in as much detail as possible.Thanks to two men from the armed forces which were freed, we know that these messages were received and understood. Themessage of courage and hope was then passed on to all the kidnapped men.
  58. 58. Direct – Bronze
  59. 59. http://www.canneslions.com/work/direct/entry.cfm?entryid=26749&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Traffic & Brand BuildingTitle: SUBTITLESAdvertiser/Client: ENGLISH LANGUAGE INSTITUTE: ENGLISH EXCELLENCEProduct/Service: LANGUAGE CLASSEntrant Company: OGILVY PERU Lima, PERUDescribe the brief from the client:Increase the number of new students in English Excellence, English Language Institute. Generate awareness. In Peru 87% of thepopulation doesn‘t speak English, but this skill is needed in work or Studies. We found a space where our message will reach directlyto our potential target group: the movie theatres. This fact is more evident at the movies, because the vast majority of films areEnglish spoken and are projected with Spanish subtitles, but in the reading people lose parts of the movie.Creative Execution:This is an innovative and simple idea, that uses strategically the media (movie theatres) in relation with the brand, we used acommon element as the movie subtitles and subtle transform then in an advertising media. We found the space where knowingEnglish is needed in order to enjoy the movie in its totality, therefore making the brand message relevant.Describe the creative solution to the brief/objective.In a movie theatre, after the movie has been playing for a minute, we made the subtitles move from its normal position until theyfinally move out of the screen and are projected on the wall at the side. Subtitles, that are still translating the movie dialoguenormally, move until they are projected on the roof. They change again but now the following phrase is projected: Why arent youwatching the movie? Learn English. English Excellent. Our message reached more than 9600 people in 2 weeks The tuitions doublesin one month Awareness: we moved from the 5th position to the 2ndDescribe the results in as much detail as possible.Our message reached more than 9600 people in 2 weeks. The tuitions doubles in one month Awareness: we moved from the 5thposition to the 2nd
  60. 60. Direct – Bronze
  61. 61. http://www.canneslions.com/work/direct/entry.cfm?entryid=20789&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Cars & Automotive ServicesTitle: LIE DETECTORAdvertiser/Client: KIA MOTORS BELGIUMProduct/Service: AUTOMOBILEEntrant Company: LDV UNITED Antwerp, BELGIUMDescribe the brief from the client:Most people in Belgium know that Korean car brand KIA gives a 7-year warranty on all its models. Thats a good thing. But, a lot ofthem think 7 years warranty is too good to be true and that there must be a catch. Thats a problem. If people dont believe youradvertising message then regular advertising is insufficient. A different approach was needed. One where traditional advertising wassupported by editorial content and especially a lot of word of mouth.Creative Execution:Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100%true and that there is no catch.Describe the creative solution to the brief/objective.We used the one thing that could prove the warranty is genuine and that there is no catch: a lie detector. Legal connections, anofficial lie detector company, hooked the CEO of KIA Motors, up to their lie detector. Consumers could then ask him any questionsthey had about the 7-year warranty during a live online session. Both Benoits answers and the test results were streamed directly tothe website. This very special stunt was communicated through newspaper ads, banners and a press release telling everyone that anactual CEO would be undergoing a live lie detector test.Describe the results in as much detail as possible.Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100%true. The event was picked up by countless blogs and got featured in newspapers and magazines. And as a result created a lot ofbuzz in the streets. The campaigns impact according to independent media company Scripta® : Brand recognition: 42% (instead of32% sector average) Attribution: 73% (instead of 62% sector average) Resulting in an Effectiveness Rating of 31% (instead of 20%sector average) And last but not least: An impressive credibility of 80%.
  62. 62. Direct – Bronze
  63. 63. http://www.canneslions.com/work/direct/entry.cfm?entryid=9860&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Financial Products & ServicesTitle: MY CAR IS YOUR CARAdvertiser/Client: NRMAProduct/Service: CAR INSURANCEEntrant Company: WHYBINTBWA Sydney, AUSTRALIADescribe the brief from the client:In Australia, you can‘t lend your mate your car unless you nominate them on your insurance policy first. Unless you‘re with NRMAInsurance. Our strategy: to let both existing customers and potential new customers know that if you insure with NRMA, anyone iscovered when they drive your car.Creative Execution:Our client is the only insurer in Australia to cover anyone who drives your car. So, what better way to bring that product point to lifethan to prove it by getting the entire country to share a car? After all, they‘re the only brand in the country who could ever attemptsuch a feat. Not surprisingly, this is a world first.Describe the creative solution to the brief/objective.We gave a guy a car on the condition that he shared it with the entire country (21 million people). We fitted it with cameras. Everytime someone flagged down the car and drove it, we got more film content. This then generated content that we made into TVCs.Consumers could locate the car on Twitter, Facebook and radio. Tom could run but he couldn‘t hide. We integrated a competition inwhich consumers could win their own car skinned with the profile pictures of their Facebook friends (who they‘d share it with). Thisdrove more traffic into the promotion/campaign hub.Describe the results in as much detail as possible.The campaign was extremely successful, garnering more leads than ever before. In the first 9 weeks 3,325,853 Australians engagedwith the campaign. To put that in perspective, Australia‘s entire population is less than 21 million. So that‘s 1 in every 7 Australians.Of that figure, 1,969,249 were web visits (+16%), 324,408 were sales calls (+25%) and 1,032,196 were face to face branch visits(+11%). And with a conversion rate of 24% we sold over 800,000 car insurance policies.
  64. 64. Direct – Bronze
  65. 65. http://www.canneslions.com/work/direct/entry.cfm?entryid=8250&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Commercial Public Services, incl. Healthcare & MedicalTitle: HIDDEN PIZZA RESTAURANTAdvertiser/Client: SENSIS YELLOW PAGESProduct/Service: BUSINESS DIRECTORYEntrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIADescribe the brief from the client:With businesses having more advertising options than ever before, especially online, we needed to convince small businesses thatpeople still look for them in the Yellow Pages®.Creative Execution:The audience for Hidden Pizza Restaurant is the hundreds of thousands of small to medium businesses throughout Australia. Thisidea literally demonstrated hard proof to our advertisers, showing customers finding a business in Yellow pages. (Even, in this case, abusiness that was completely hidden.) After the restaurant closed we released our results through a fully integrated campaign,targeted to small businesses throughout Australia. The message – put your ad in Yellow Pages® and be found by customers. Thiswas communicated through television ads, print advertising, digital display, eDM, advertorials and direct mail. It was a brand new wayto get across an old story and make our customers take another look at Yellow pagesDescribe the creative solution to the brief/objective.We didn‘t want to just demonstrate Yellow Pages delivered on this promise, we wanted to prove it. So we built a completely hiddenbusiness - a pizza restaurant, down an alleyway, through a roller door, down an elevator, in a basement and only revealed its contactdetails in the Yellow Pages. We then offered a free pizza through an unbranded local letter drop to anyone who found it without anyreference to Yellow Pages. Then we let the social experiment begin. After the restaurant closed we then released our results througha fully integrated campaign, targeting small businesses throughout Australia.Describe the results in as much detail as possible.8,000+ people found the Hidden Pizza Restaurant – 71% by using Yellow Pages. Our results were released through a fully integratedcampaign. The message – put your ad in Yellow Pages and be found. Since the launch, there‘s been a 23.5% increase in new businessleads in the first week of the campaign being on air.
  66. 66. Direct – Bronze
  67. 67. http://www.canneslions.com/work/direct/entry.cfm?entryid=20686&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Commercial Public Services, incl. Healthcare & MedicalTitle: HIGH SPEEDSAdvertiser/Client: TELMEXProduct/Service: BROADBAND INTERNETEntrant Company: JWT COLOMBIA Bogotá, COLOMBIADescribe the brief from the client:Telmex Broadband is giving people high speeds at very good prices. The goal was to generate an immediate action (contact Telmexand get a subscription) as well as an emotional response (that would favour the brand‘s relationship with the audience) in a categoryof low involvement.Creative Execution:Involve people from the very beginning in a real and unexpected ―high speeds for the price of low speeds‖ experience so that theiremotions would connect with the rest of the country and generate the desired response towards the brand.Describe the creative solution to the brief/objective.We boarded one of the buses that cover the Bogotá to Cali route (a 9 hour trip) and surprised the passengers by taking them totheir destination by plane (only 35 minutes). Then we shared their ―high speeds for the price of low speeds‖ experience with the restof the country via TV and online. On the website people could follow the stories of the individual passengers, request internet accessand suggest new ideas for the campaign. They did and that‘s how we ended up taking a taxi passenger to his destination in ahelicopter. Our expectation in terms of people‘s response (subscriptions, shares of the story, favourable opinions towards the brandand word of mouth) was surpassed. People not only kept on sharing but suggested new ideas for the campaign and we ended uptaking a taxi passenger to his destination in helicopter. - This analogue approach in the digital world is unexpected in the categoryand ignited the dialogue between audience and brand. - It‘s simple and easy to understand for everybody. - It presented the driverof the category (speed) in an engaging way that helped differentiate our brand.Describe the results in as much detail as possible.Within a week of its launch it was one of the most shared videos in viral video chart. It generated all kinds of positive commentsabout the brand (twitter, blogs, facebook, the campaign‘s website). Monthly sales growth went from 3% before the campaign to 42%right afterwards. (Subscriptions of one year or more) Sales of other products sold in value pack with broadband increased 25%(Strengthening the relationship with the brand) Telmex went from being #2 to the absolute market leader in less than two months(Putting an end to the 8 year leadership of its competitor) Source: Quarterly Report of Connectivity –2010 – ITC Ministry ofTechnology Information and Communications
  68. 68. Direct – Bronze
  69. 69. http://www.canneslions.com/work/direct/entry.cfm?entryid=14663&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Business Products & ServicesTitle: THE CRYING INVOICEAdvertiser/Client: USG PEOPLEProduct/Service: OUTSOURCING COMPANYEntrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUMDescribe the brief from the client:USG People is one of the world‘s biggest outsourcing companies, and in Belgium they‘ve recently launched the website. A new portalfor freelancers in search of new projects. Our mission was to build awareness among freelancers and get 5.000 of them to sign up onthe website.Creative Execution:By simply sticking the crying chip to their reminder invoices, any freelancer can remind a finance department that they‘re late withtheir payment. With a little smile. The way freelancers could get those crying chips for free was signing up to the new portal website.Describe the creative solution to the brief/objective.We learned that one of a freelancer‘s biggest headaches is getting their money on time. Which they usually don‘t because in Belgium1 in 3 invoices are paid late. Our idea: the crying invoice. A specially designed chip that freelancers can stick to their remindersinvoice and that reacts to light. 20 seconds after the finance department opens the envelope, their reminder invoice will start to cry.Dramatically. Every freelancer who signed up to the website received a package with sticking crying chips. The crying invoice wasreleased with nothing more than a press release.Describe the results in as much detail as possible.With nothing more than a press release the crying invoice got press coverage in all major newspaper and tv stations, massiveattention in blogosphere, and most important: the objective of 5.000 freelancers signing up to the website was achieved in just 2days.
  70. 70. Direct – Bronze
  71. 71. http://www.canneslions.com/work/direct/entry.cfm?entryid=26603&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Business Products & ServicesTitle: THE SOUND OF GREENAdvertiser/Client: THE SWEDISH POSTProduct/Service: POSTAL SERVICEEntrant Company: ÅKESTAM HOLST Stockholm, SWEDENDescribe the brief from the client:In brief: show Swedes that Swedish Postal Service (Posten) are experts in parcel delivery, not only in flat mail. The target audiencewas everyone who sends and/or receives things through mail. Since web-shopping, B2C and C2C increases, the business potential ishuge and Posten needs to become top-of-mind in order to become the chosen alternative more often – especially DHL, Schenkerand other competitors are attractive alternatives. The core of the strategy was to show exactly how flexible Posten is when it comesto delivery of things, not only regular mail, and also portray Posten as a modern communications company.Creative Execution:Not only did the execution engage people in an appealing way though the product in itself is rather dull, but it also showed themodern side of Posten (which is often perceived as an old slow-moving company). Furthermore, the Sound of Green competitionhelped proving Posten‘s excellence within the area and also showed their own parcels, which is an important product category ofPosten‘s.Describe the creative solution to the brief/objective.The solution was a competition called ‖The Sound of Green‖, and the idea was to let people look at, shake and above all listen to 80different parcels, all containing different things (from speakers to hats). The competition was web-based, thus the shaking and theplaying with the parcels were done through one‘s computer. People were given the opportunity to guess what was in the parcels andif you guessed right, the parcel was sent to your home address. Hence, the target audience got the opportunity to actually seeexperience how flexible and excellent Posten is. In order to make people aware of our projects we placed advertising banners onrelevant external websites, as well as on Posten‘s own site, that would lead the target audience to the respective landing site. Themessage was spread through social media, which played a key role in driving traffic to the site.Describe the results in as much detail as possible.Over the course of 14 days, 140240 guesses were made, i.e. on average 1753 guesses per parcel, which was a lot more than expected.In the end all parcels had found its way home to a winner and Posten had proved themselves a modern company that are experts indelivering almost anything to anyone, anywhere. Since people had a view of Posten as an old slow-moving governmental company,every second of interaction in a new context, which help create a more modern image for Posten, is a positive outcome.
  72. 72. Direct – Bronze
  73. 73. http://www.canneslions.com/work/direct/entry.cfm?entryid=3834&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Corporate Image & InformationTitle: 4TH AMENDMENT WEARAdvertiser/Client: 4TH AMENDMENT WEARProduct/Service: METALLIC INK UNDERCLOTHESEntrant Company: 4TH AMENDMENT WEAR Boulder, USADescribe the brief from the client:Now there‘s a way to protest those intrusive TSA X-ray body scanners without saying a word. Underclothes printed with the 4thAmendment in Metallic Ink. Let them know they‘re spying at the privates of a private citizen. The Fourth Amendment to theConstitution of the United States, meant to prevent unwarranted search and seizure, is readable on TSA body scanners. 4thAmendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.The concept behind 4th Amendment Wear is simple: To get people to think a little more about their constitutional rights. There mustbe better ways to keep us safe while also respecting our freedoms.Creative Execution:Why give the agents a hassle? Why not just use their own body scanner technology to highlight a statement of protest against beingsearched? 4th AW made a statement without having to say a word. It used the very act of invading someone‘s privacy tocommunicate a message that questioned how far Americans were willing to sacrifice that sense of privacy. It gave the wearer a senseof individual liberty to express their concerns, while not causing a disturbance. 4th Amendment Wear is specifically designed tobroadcast messages to TSA X-ray officers just when they are peeking at your privatesDescribe the creative solution to the brief/objective.We had an idea to use the TSA‘s very own technology as a way to broadcast a statement. We invented a proprietry metallic-Ink andcreated a product that would display the 4th Amendment (it‘s the founding principal against unlawful search and seizure withoutwarrant) when passed through air port security scans. We leveraged social media by linking the site to anti-detection facebook pages,and word quickly spread. We also sent samples out to various news agencies who couldnt resist reporting on such a hot topic. Wewere the first product to ever be designed and tested to specifically appear in shape and letterform under backscatter scanningmachines. The clothes are designed as a silent protest against the new reality of being searched to the point where we‘re basicallynaked.Describe the results in as much detail as possible.Our website 4thamendmentwear.com received 1,205,397 hits the weekend of launch. 4th Amendment Wear sold out of the firstlimited run within 2 hours of launch. 4th Amendment Wear sold out again 3 hours after restocking. After thousands of pre-orders,wholesale requests, retail buyers wanting to stock 4th Amendment Wear and worldwide distribution offers. 4th Amendment Wear islaunching on a mass production basis in the US.
  74. 74. Direct – Bronze
  75. 75. http://www.canneslions.com/work/direct/entry.cfm?entryid=7856&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Charities, Public Health & Safety, Public Awareness MessagesTitle: REPAY FOR GOODAdvertiser/Client: UNICEFProduct/Service: UNICEF DONATIONSEntrant Company: SERVICEPLAN Munich, GERMANYDescribe the brief from the client:Find a way to increase donations to help children all over the world. The intention: even the smallest donation is a big help for thechildren in need.Creative Execution:The strong truth of this idea is, that the person who sends the message already felt like the money was lost. But for a good cause, itis appropriate to ask for it again, especially for small amounts. On the other hand, the person who owes the money has no reason tonot donate it. It has never been his money – he just donates it. This way, we use the common habit of the people to create a lot oflittle donations. But all together they will help all the children in need around the worldDescribe the creative solution to the brief/objective.A common habit with a common problem: We all lend little amounts of money to friends. But we hardly get it back. We used thisfact to increase donations. UNICEF „Repay for good―. An app, which enables your friend to donate the money he owes you. Weplaced a link on the UNICEF website for people to be able to download the app. It works simply on your smart phone: Choose yourfriend who owes you money in the address book, set the amount and choose the UNICEF project you want your friend to donate for.He then automatically receives a message with a link to a microsite, where he can donate the money.Describe the results in as much detail as possible.As we just launched the application, it is hard to judge the results right now. But in the first days, we already received a largenumber of donations, with the help of the UNICEF ―Repay for good― app. And every small donation has a big goal: helping childrenin need, all over the world.
  76. 76. Direct – Bronze
  77. 77. http://www.canneslions.com/work/direct/entry.cfm?entryid=25952&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Charities, Public Health & Safety, Public Awareness MessagesTitle: OPERATION CHRISTMASAdvertiser/Client: MINISTERIO DE DEFENSA NACIONALProduct/Service: HUMANITARIANEntrant Company: LOWE-SSP3 Bogotá, COLOMBIADescribe the brief from the client:After 60 years of struggling against Las FARC, the longest running guerilla warfare group in the world, 6000 guerrillas still remain inthe jungles of Colombia. The Ministry of Defence asked us for an idea to demobilize the remaining guerrillas, but deliveringdemobilization messages to them is very difficult because they hide deeper in the jungle everydayCreative Execution:Along a strategic guerilla route through the jungle, we chose a 25 meter tall tree to decorate with lights. When guerrillas approachedthe tree, movement sensors made it light up and a banner announced the following message: ―IF CHRISTMAS CAN COME TO THEJUNGLE, YOU CAN COME HOME. DEMOBILIZE. EVERYTHING IS POSSIBLE AT CHRISTMAS.‖Describe the creative solution to the brief/objective.We discovered that Christmas is an emotional time of the year for guerrillas because they are away from their homes and loved ones,so we created a four-day operation that brought Christmas to the jungle.Describe the results in as much detail as possible.331 guerrillas who have demobilized acknowledged that they were motivated to finally give up their weapons thanks to this idea,that was replicated with 9 more trees. The Operation got so many people involved, that it was shown all over the world throughvideos, websites, social networks and blogs. Main local and international media networks like CNN and BBC broadcasted it. ThisOperation showed a more humane and positive side of Colombia‘s internal conflict.
  78. 78. Direct – Bronze
  79. 79. http://www.canneslions.com/work/direct/entry.cfm?entryid=9137&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Best Integrated Campaign Led by Direct MarketingTitle: GERMANYS BIGGEST SEARCH FOR MISSING CHILDRENAdvertiser/Client: INITIATIVE VERMISSTE KINDERProduct/Service: MISSING CHILDRENS INITIATIVEEntrant Company: KEMPERTRAUTMANN Hamburg, GERMANYDescribe the brief from the client:Every year in Germany, over 100,000 children are reported as missing. Around 1,500 of these cannot be traced even over a moreextended period of time. ―Initiative vermisste Kinder‖ (Missing Children‘s Initiative) has been supporting the parents involved for overtwelve years in the search for their disappeared children. The aim was to create greater awareness for missing children and theirparents in the public‘s mind. So, on behalf of our new client ―Initiative Vermisste Kinder‖, we aimed to launch a campaign in whichpeople from across the country could play an active role in the search.Creative Execution:By using a range of media in combination we were able to establish "Deutschland findet euch― as the world‘s largest network fortracing missing children. But the best message is that, to date, one missing child has already been traced via the Facebook actionand the mother has offered her grateful thanks – on the campaign website.Describe the creative solution to the brief/objective.We reinvented the way of searching for missing children: Under the title ―Deutschland findet euch‖ (Germany will find you) we usedfacebook to launch Germany‘s first and largest-ever campaign to find missing children. In order to bring together Germany‘s biggestsearch party, a whole range of media measures was used to raise awareness for the ―Deutschland findet euch― platform. By usingdownloadable missing children posters, promotional campaigns, a music-video, Ambiant-Media ideas, Billboards, Online-Advertising,interactive Music-Videos, an iPhone App and more.Describe the results in as much detail as possible.The initiative in figures: • Over 100,000 Facebook fans • 15.000.000 Euro Media coverage • A total global exposure of 120.000.000
  80. 80. Direct – Bronze
  81. 81. http://www.canneslions.com/work/direct/entry.cfm?entryid=23132&award=4&keywords=&order=0&direction=1&from=1&to=50Category: Best Integrated Campaign Led by Direct MarketingTitle: SHARE YOUR PARENTSAdvertiser/Client: STUDIO BRUSSELSProduct/Service: CHARITYEntrant Company: MORTIERBRIGADE Brussels, BELGIUMDescribe the brief from the client:Music for Life, the yearly charity event organized by radio station Studio Brussels and the Red Cross, this year was all about the15.000.000 orphans from aids parents. The objective of the campaign was to create awareness for the topic. And collect money tosupport the orphans. Via a direct approach of both Belgian children and their parents. Because they are the most sensible targetgroup in this matter.Creative Execution:It was a smart way to demonstrate to both children and parents what the orphans miss most. And again, they were the mostsensible target group in this matter.Describe the creative solution to the brief/objective.n Belgium the children have pretty much everything they need. So we asked them to give some of the attention and stuff they getfrom their parents, to the orphans. We asked them to share their parents. With a direct approach via their school agenda. Stickerswithout website were distributed to many schools.Describe the results in as much detail as possible.140,000 agenda stickers were distributed to the schools via the Belgian government. 1200 children promoted their parents online.The winning parents went to Swaziland to help the orphans, and shared their experiences with the Belgian people. Meanwhile theBelgian people shared 5,020,000 euro with the orphans. The best result since Music for Life first started.
  82. 82. Media – Grand Prix
  83. 83. Media - GrandPrix
  84. 84. http://www.canneslions.com/work/media/Category: Best Use of OutdoorTitle: HOMEPLUS SUBWAY VIRTUAL STOREAdvertiser/Client: TESCOProduct/Service: RETAILEntrant Company: CHEIL WORLDWIDE Seoul, KOREAResults and EffectivenessPeople could encounter TESCO HOMEPLUS wherever they go without having to visit the actual store. It was an efficient way to shopso people could enjoy their free time. After this campaign, on-line sales increased tremendously (Nov.2010-Jan.2011). Through thiscampaign, 10,287 consumers visited the online HOMEPLUS mall using smartphones. The number of new registered members rose by76%, and on-line sales increased 130%. Currently, HOMEPLUS is No.1 in the on-line market and is a very close 2nd offlineCreative ExecutionLet the store come to the people! We created virtual stores in subway stations hoping to blend into peoples everyday lives. Our firstattempt was at busy subway stations in rush hours. Although virtual, the displays were exactly the same as actual stores – thisincluded the merchandising. Only one thing is different, you use smart phones to shop! Scan the QR code with your phone, and theproduct automatically lands in your on-line cart! When the online purchase is done, it will be delivered to your door right after youget home.Insights, Strategy and the IdeaSouth Korea is a unique market. Even the most powerful global corporations tend to fail miserably in the Korean market. Walmartand Carrefour had to pack up their bags and leave. On the contrary, TESCO has been evolving itself, adjusting to the local market. Iteven changed the name itself, from TESCO to HOMEPLUS! And at last, it grew to the rank of No. 2 in Korea! But TESCO had toovercome one obstacle - fewer stores compared to the number one company, E-mart. Could we become No. 1 without increasingthe number of stores? We conducted an in-depth study into Koreans once more. Korean are the 2nd most hard-working people inthe world! For them, grocery shopping once a week is a dreaded task. So we decided to approach these busy and tired people.
  85. 85. Media - Gold
  86. 86. Media - Gold
  87. 87. http://www.canneslions.com/work/media/entry.cfm?entryid=3548&award=2Category: Best Use of PrintTitle: YOUR HAPPY NEWS IS OUR TOP STORYAdvertiser/Client: IWATE NIPPOProduct/Service: IWATTEEntrant Company: HAKUHODO DY MEDIA PARTNERS Tokyo, JAPANResults and Effectiveness2 million hits to the Iwate Nippo website since the launch of IWATTE ・151% increase in awareness of Iwate Nippo since the launchof the service according to a survey ・20% increase in young people wanting to join the company compared to the previous year ・100% maintenance of circulation since the launch of IWATTECreative ExecutionTo create a new bond with readers as a ―newspaper loved by local residents,‖ the newspaper decided to celebrate its readers‘ goodnews. This is how IWATTE was born. IWATTE is a special edition newspaper service that anyone can use to publish their news. Userscan easily sign up online and then share their printed newspapers with friends and family. We proposed the IWATTE system in whichreaders communicate their news to the newspaper, which would then print that news, because to a reader, happy news close tohome is just as important as world news. The service was embraced by a large number of readers and created a lot of buzz. After theservice was launched, the buzz grew even larger and was eventually a hot topic among the media despite the fact that almost noadvertisements had been run in the mass media.Insights, Strategy and the IdeaIwate Nippo, a newspaper company in a rural Japanese town, faced the problems of dwindling circulation and a growing indifferencetowards newspapers amongst youth. The newspaper needed something to help it break free from these trends and create a newbond with readers as a ―newspaper loved by local residents‖. Although today‘s world is applauded for its globalization, we focusedon the local residents who are the newspaper‘s clients and created a system in which individual readers could utilize the mediapower of the newspaper to communicate any type of good news, be it small, everyday types of happiness or huge, life-altering typesof happiness.
  88. 88. Media - Gold
  89. 89. http://www.canneslions.com/work/media/entry.cfm?entryid=13384&award=2&keywords=&order=0&direction=1&from=1&to=50Category: Best Use of Ambient Media: Small ScaleTitle: SPORTY VOUCHERSAdvertiser/Client: SPORTSCHECKProduct/Service: SPORTS STOREEntrant Company: OGILVY FRANKFURT, GERMANYResults and EffectivenessWe distributed 2,500 vouchers in Frankfurt, of which 23.6 % were redeemed in store. This increased sales by up to 17.2%. The citizensof Frankfurt liked the idea and took pictures of it. These vouchers inspired our target audience to do more winter sports.Creative ExecutionWith unique use of media, we transformed snow-covered cars into skid-marked ski slopes. Miniature snowboarders and skiers showthe fun side of winter – and are also giving out discount vouchers for winter sports equipment from the new SPORTSCHECK store inFrankfurt. These appealing vouchers tell the story of great winter sport action on the roofs of people‘s cars. They are as impactful asthe SPORTSCHECK TV commercial, and convey the SPORTSCHECK message of ―Wir machen Sport‖ ("We do sport") in a simple,engaging way.Insights, Strategy and the IdeaMidway through the winter sports season, in January 2011, SPORTSCHECK Frankfurt asked for an impactful idea to drive sales ofwinter sports equipment and to remind Frankfurt citizens that snow can be great fun. Nobody likes scraping snow and ice off theircars every morning. How we can use this unpopular snow to show the bright side of winter?
  90. 90. Media - Gold
  91. 91. http://www.canneslions.com/work/media/entry.cfm?entryid=27234&award=2&keywords=&order=0&direction=1&from=1&to=50Category: Best Use of Ambient Media: Small ScaleTitle: SPORTY VOUCHERSAdvertiser/Client: SPORTSCHECKProduct/Service: SPORTS STOREEntrant Company: OGILVY FRANKFURT, GERMANYResults and Effectiveness- More than 2 million hits in 5 weeks on YouTube - 5th most viewed YouTube channel in December 2010 - Thousand of tweets,blogs, Facebook and web articles - Talked about on 2 National TV channels (more than one minute each) - More than 1 millionEuros in earned media - 3 times more traffic on www.autoliberte.fr (the product‘s website) And … 83% more subscriptions toAutoLibertéCreative ExecutionA series of viral videos were created that captured a well-orchestrated stunt, where car owners get pranked by getting their carstowed away and replaced with a crushed car. The gag was then continued, through a partnership with a radio station, where a callfrom our distressed car owner was broadcast live and this fuelled the discussion around the difficulty of car ownership. Thepartnership with the famous NRJ radio station initially started the buzz through on air discussion and videos on NRJ‘s website. Thisinitiated YouTube hits, and when the number of hits grew exponentially, the videos and YouTube channel appeared in the mostviewed section on YouTube. A large amount of earned media was generated: numerous blogs, online magazine articles, and 2national TV channels talked about the operation.Insights, Strategy and the IdeaTo promote ―AutoLiberté‖, a new service provided by car rental company Europcar, in an impactful way to raise awareness quicklyand drive car owners in France to consider an alternative to car ownership. AutoLiberté is a monthly subscription that gives you theflexibility of using a car on demand without all the expenses and hassle of car ownership. Subscribers have a large range of cars attheir convenience, have no maintenance or insurance costs and can choose the time and length of rental according to his or herneeds. The small budget drove us to a digital campaign to generate the conversation, with YouTube as a key pillar and a partnershipwith NRJ (popular radio station). A classical approach with only traditional media and banners would not have created the visibilityand virality that has been produced by this campaign.
  92. 92. Media - Gold
  93. 93. http://www.canneslions.com/work/media/entry.cfm?entryid=17330&award=2&keywords=&order=0&direction=1&from=1&to=50Category: Best Use of Branded ContentTitle: THE MISSING CHILDAdvertiser/Client: INITIATIVE VERMISSTE KINDERProduct/Service: MISSING CHILDRENS INITIATIVEEntrant Company: KEMPERTRAUTMANN Hamburg, GERMANYResults and EffectivenessBroadcast live in over 40 countries, the kick-off put the fate of missing children at the forefront of public attention nationwide for thevery first time. The game was watched by 15 million TV viewers. Followed by more than 40,000 new Facebook fans recruited. Therewere uncountable reports in numerous print and online media, including all main TV channels. Today, over 100,000 Facebook fansare currently participating via DEUTSCHLAND FINDET EUCH.Creative ExecutionAt the match FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a playerescort kid holding his hand to accompany him. Instead, the Munich player was carrying a poster with a photo of the missing girlDebbie and a reference to the website. Media had already been informed in advance and sports reporter Béla Réthy informedviewers live in 40 countries about the DEUTSCHLAND FINDET EUCH campaign.Insights, Strategy and the IdeaEvery year in Germany, more than 100,000 children and young people are reported missing. So on behalf of ―Initiative VermissteKinder‖ (Missing Children‘s Initiative) we launched a unique campaign designed to track them down: DEUTSCHLAND FINDET EUCH(Germany will find you). The brief was to quickly establish the Facebook page as a high-profile cause. We focused on people living inthe Germany/Austria/Switzerland region. Therefore we used a football match between FC Bayern Munich and Real Madrid.
  94. 94. Media - Gold
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