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What does it take to win a Lion?

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What does it take to win a PR Lion at Cannes? The awards seem to have a habit of going home with advertising agencies and not with more traditional PR shops. What won this year and what did the ...

What does it take to win a PR Lion at Cannes? The awards seem to have a habit of going home with advertising agencies and not with more traditional PR shops. What won this year and what did the winners have in common? and the most important question of all, how do we take one home next year?

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

  • 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
  • SO WHAT DID THEY DO?
  • 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
    http://www.canneslions.com/work/pr/entry.cfm?entryid=19705&award=2
  • 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.
  • SO WHAT DID THEY DO?
  • 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
    http://www.canneslions.com/work/pr/entry.cfm?entryid=19142&award=2
  • 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
    http://www.canneslions.com/work/pr/entry.cfm?entryid=19121&award=2
  • 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
    http://www.canneslions.com/work/pr/entry.cfm?entryid=12130&award=2
  • 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
    http://www.canneslions.com/work/pr/entry.cfm?entryid=20377&award=3
  • 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
    http://www.canneslions.com/work/pr/entry.cfm?entryid=19175&award=3
  • 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