What does it take to win a Lion?

WHAT DOES IT TAKE TO WIN A LION?

CANNES
In its 57th year. One of the longest running awards for communications and marketing
Cannes, to me at least is...

THIS YEAR
Debate over the name of the festival
H&K combines a silent disco and a flashmob in the main square
Google search “Cannes Eye”
A print ad from 2 years ago almost won a Grand Prix

THE PR LIONS
Added as a separate category in 2009.
Attracted almost 600 entries across the different sections and techniques.
You can find the full listing here:http://www.canneslions.com/work/pr/index.cfm?award=101

THE SHORTLIST
SHORTLIST 54AD:33PR|11BA

SILVER
SILVERS 21AD:11PR|4BA

THE GOLDS
GOLDS 6AD:5PR|1BA

REPLAY
The Grand Prix & a Gold
Gatorade
TBWA/Chiat/Day LA
http://www.canneslions.com/work/pr/index.cfm?award=1
http://www.replaytheseries.com/

SUMMARY
PROBLEM: As athletes age, their lifestyle means less exercise and less Gatorade
INSIGHT: Every athlete has a moment they want to go back and change
COMMS IDEA: Let’s fuel second chances.

SO WHAT DID THEY DO?

WHY IT WON
Strong Insight Informed Strategy that challenges a universal truth.
Changed human behaviour (majority weight loss)
Massive ROI (14,000%) across integrated channels
Thousands of requests to be a part of the next REPLAY
Regional Sales up 63%

CONCERT FOR THE PEOPLE
Two Golds – Arts & Live Events
Philharmonic Orchestra of Hamburg
Jung von Matt, Hamburg
http://www.canneslions.com/work/pr/entry.cfm?entryid=19032&award=2

SUMMARY
PROBLEM: They Orchestra is considered boring
INSIGHT: Visiting a performance hall is buying into boredom
COMMS IDEA: Take the Orchestra to the people

WHY DID IT WIN?
20,000% ROI
Guinness World Record
Integrated TV, Experiential and Online to earn media and interest.
12.3% increase in ticket sales.

AUDITORIUM FOOTBALL
Two Golds – Integrated PR led & Live Events
Heineken Italia
Barabino & Partners + JWT, Milan
http://www.canneslions.com/work/pr/entry.cfm?entryid=19686&award=2&keywords=
http://www.youtube.com/watch?v=wB7DIo3nJas

SUMMARY
PROBLEM: Sponsoring UEFA football means no news.
INSIGHT: Growing Up puts a man’s sacred moments at risk
COMMS IDEA: Heineken offers the best moments.

WHAT DID THEY DO?

WHY DID IT WIN?
Massive reach. 6M TV on the night, 10M in the days after, more again online. Big ROI
Great idea that was great to watch
Created off the back of a “leveraged out” property

RIDING SHOTGUN WITH PAPA
1 Gold, 1 Silver – Integrated PR led & Retail
Papa John’s Pizza
Fleishman Hillard, St Louis

SUMMARY
PROBLEM: Make Pizza News, driving sales and preference.
INSIGHT: Papa Johns is the authentic story of the American Dream
COMMS IDEA: Retell the “beginning” story.

WHY DID IT WIN?
1960 placements, 370 million impressions, 200,000 people at events, 312,000 facebook fans
6% rise in online ordering
Earnings up 2% during the campaign, when everything else was down
Shifted affinity across product categories

SAVE THE BALTIC SEA
1 Gold – Public Affairs
Baltic Sea Action Group
Taivas HELSINKI – Finland

WHAT DID THEY DO

WHY DID IT WIN
150 sea saving commitments from political and business leaders incl 12 heads of state
Spread outside of the Baltic, coverage and commitments
1500 pieces of coverage in one day

SNOWMEN AGAINST GLOBAL WARMING
1 Gold – Corporate Communication
ENTEGA
DDB GERMANY – Berlin

WHAT THEY DID

WHY IT WON
Graphically stunning execution
20,000 visitors to the site
Picture went around the world
Visits to Entega.de rose 300%
Perfect Example of Invitation>Execution>Amplification

SAVE CHRISTMAS
1 Gold – Best Social Media
Alladin Chocolates
Prime PR, Sweden

WHAT THEY DID

WHY IT WON
5% of the population voted
106,000 boxes of chocolate increase
33 Million impressions
App was number 4 on the fastest growing list globally

SUN SOUND
1 Sliver – Charity and Non Profit
Cancer Council
Three Drunk Monkeys, Sydney

WHY DID IT WIN?
27,000 unique Google Searches
15,000% ROI
Changing behaviours
International coverage in 13 markets.

PHOTOCHAINS
1 Silver – Best Social Media
Canon
Leo Burnett, Sydney

WHY DID IT WIN
Engaged audience – 94 photos a day
Increase in market share to 67%

WHAT DO THESE IDEAS HAVE IN COMMON?
Engaged Audience
Positive Business Result
Strong Insight
ROI
End to End Idea
Channel neutral planning
Innovative Execution

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What does it take to win a Lion?

by Hill+Knowlton Strategies - Creative Director Sydney on Jul 01, 2010

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What does it take to win a Lion? — Presentation Transcript