24jun2009

Cannes Lions 2009

Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (часть 2)

Автор: Надежда Анатольева

ILLUMINA LA CITTГ? DI MILANO

Type of Entry:	Use of Media
Category:	Best Use of Ambient Media: Large Scale
Title:	ILLUMINA LA CITTГ? DI MILANO
Advertiser/Client:	COCA-COLA ITALY
Product/Service:	COCA-COLA
Entrant Company:	STARCOM ITALIA Milan, ITALY
Media Agency:	STARCOM ITALIA Milan, ITALY

Creative Credits

HALF PRICE

Type of Entry:	Use of Media
Category:	Best Use of Ambient Media: Large Scale
Title:	HALF PRICE
Advertiser/Client:	DAIMLER
Product/Service:	SMART
Entrant Company:	PONTO DE CRIAГ+Г?O SГ?o Paulo, BRAZIL
Advertising Agency:	PONTO DE CRIAГ+Г?O SГ?o Paulo, BRAZIL

Creative Credits

THE CORAL CEMETERY

Type of Entry:	Use of Media
Category:	Best Use of Ambient Media: Large Scale
Title:	THE CORAL CEMETERY
Advertiser/Client:	THE GREEN PARTY
Product/Service:	RED CORAL REEF
Entrant Company:	SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Advertising Agency:	SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL

Creative Credits

PIRACY

Type of Entry:	Use of Media
Category:	Best Use of Special Events and Stunt/Live Advertising
Title:	PIRACY
Advertiser/Client:	FOMPI/C. A. CINEMAS
Product/Service:	ANTI-PIRACY CAMPAIGN
Entrant Company:	LEO BURNETT GUATEMALA Guatemala City, GUATEMALA
Advertising Agency:	LEO BURNETT GUATEMALA Guatemala City, GUATEMALA
Media Agency:	STARCOM Guatemala City, GUATEMALA

TED 696 PROJECT

Type of Entry:	Use of Mixed Media
Category:	Use of Mixed Media
Title:	TED 696 PROJECT
Advertiser/Client:	LION NATHAN AUSTRALIA
Product/Service:	BEER
Entrant Company:	ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA
Media Agency:	ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA

Creative Credits

Name	Company	Position
David Cook	Zenithoptimedia	Account Director
Nick Garrett	Bmf	Group Account Director

Results and Effectiveness:

The campaign was hugely successful, with every $1 invested generating over $9 of sales in the first 8 weeks alone! We beat the sales forecast and delivered incremental sales for the brand. Over 2,000 entries, amazingly from 104 different countries, were received, with a new design every 84 minutes. The MTV exhibition to announce the winning design was attended by over 300 people. Over 700,000 bags were used in bottleshops в?" these were very well received by the trade and consumers, helping extend awareness as the bags were used for sales of all longneck brands.

Creative Execution:

The media strategy was 1. Excite the cool crowd, 2. Show the rest what we were up to and 3. Engage the trade в??Cool Crowdв??. We launched at the International design conference - Semi-Permanent, followed with an online seeding strategy within creative communities. Advertorials in street press explained the competition and we distributed the commissioned bags in art, music & fashion stores. Taking it to a wider audienceв?¦ We tipped the bags onto pages of menв?Ts magazines in combination with advertorials, & extended into online. www.tedcreated.com.au was the hub and included the competition, the artists, a gallery showcasing entries for voting, with a panel of judges to select the best. The competition culminated in an exhibition at the MTV gallery. Trade engagement: The original and winning designs were used in bottleshops. Customers loved them, and it was the first time the brown paper bag had been used as an advertising medium.

Insights, Strategy and the Idea:

Tooheyв?Ts Extra Dry (TED) wanted to launch a larger size в??longneckв?? bottle в?" the TED 696ml, into an already crowded and competitive longneck beer market, so we needed to grab the attention or our 18-24 year old target market. In Australia, longneck beer bottles are sold in brown paper bags, ironically covering up any branding inside. Therefore if we could own the brown paper bag, we would in effect own the category. Tapping into the desire for our target to have a voice and express themselves, we involved them in the launch of this new product variant. So, we launched the TED696 Project в?" a collaboration between some of the worldв?Ts best street artists and the target market. Three street artists were commissioned to design a brown paper bag around the theme в??696в?T. We then opened it up to the public.

THIS IS NOT A JERSEY

Type of Entry:	Use of Mixed Media
Category:	Use of Mixed Media
Title:	THIS IS NOT A JERSEY
Advertiser/Client:	ADIDAS NEW ZEALAND / NEW ZEALAND RUGBY UNION
Product/Service:	ALL BLACKS RANGE
Entrant Company:	TBWA\WHYBIN Auckland, NEW ZEALAND
Advertising Agency:	TBWA\WHYBIN (180\TBWA) Auckland, NEW ZEALAND
Media Agency:	CARAT NEW ZEALAND Auckland, NEW ZEALAND

Creative Credits

Name	Company	Position
Andy Blood	Tbwa\whybin\tequila	Executive Creative Director
Guy Roberts	Tbwa\whybin\tequila	Creative Director
Corey Chalmers	Tbwa\whybin\tequila	Writer/Art Director
Guy Roberts	Tbwa\whybin\tequila	Writer/Art Director
Che Tamahori	Shift	Interactive Creative Directior
Robert Harvey	Tbwa\whybin\tequila	Media Arts
Rhys Sinnot	Tbwa\whybin\tequila	Account Director
Blake Crosbie	Tbwa\whybin\tequila	Account Manager
Ross Brown	Match	Photographer
Andy Salisbury/Chris Clifton	Cake	Retouchers
Sarah Crosswell	Shift	Interactive Producer
Prentice Porter	Shift	Interactive Design
David Harris	Shift	Database Development
Robin Southgate	Shift	Flash Developer/Programmer
Alex Chea	Shift	Flash Design
Len Cheeseman		Typography
Hayden	Cake	Typography

Results and Effectiveness:

The campaign took on a life of its own generating blog stories around the world and over 25,000 google results. The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers. The website generated traffic from over 150 countries. 68% of NZ babies born on test match dates claimed their special jersey. Interest in the All Blacks was restored with research showing 18% more fans expressing interest. Ultimately, almost 10,000 fans got to have their name nano-imprinted into a piece of All Black history.

Creative Execution:

If a player can sign the fans jersey, why can't they sign his? Conversely, sportspeople have the honour of having their names on the back of their shirt, but no player has ever had the honour of carrying thousands of loyal fans names on their jersey. Thus the concept of adithread was born. An integrated campaign using Print, Outdoor and Online would invite fans from NZ and around the world to sign their name on a virtual thread. In a truly innovative world media first we would then use groundbreaking nanotechnology to imprint the names on to a real thread to be sewn into the silver fern emblem on the captains jersey. Alongside this was a unique chance for NZ babies born on the day of a 2008 test match to be gifted a special All Blacks jersey, capturing a new generation of fans.

Insights, Strategy and the Idea:

In 2007 the adidas sponsored All Blacks suffered the most unexpected defeat at the Rugby World Cup. The challenge was to reconnect a disillusioned fan base with the team and strengthen adidasв?T brand position in the process. The audience was New Zealand rugby fans. They are incredibly passionate about the All Blacks but their relationship with the team had weakened as a result of the World Cup performance. The insight was that the strength of the relationship was beyond the current group of players. It was in the enduring power and legacy of the All Black jersey. This is not a jersey - it is so much more. The strategy was for the jersey itself to become the message and the medium. Not for simple logo placement, but for an interactive campaign that would literally allow fans to experience the pride of the jersey for themselves.

SAY CONDOM, ALOUD

Type of Entry:	Use of Mixed Media
Category:	Use of Mixed Media
Title:	SAY CONDOM, ALOUD
Advertiser/Client:	BBC WORLD SERVICE TRUST
Product/Service:	SOCIAL AWARENESS
Entrant Company:	MADISON MEDIA Mumbai, INDIA
Media Agency:	MADISON MEDIA Mumbai, INDIA

Creative Credits

Name	Company	Position
Basabdatta Chowdhuri	Madison Media	CEO
Harit Pant	Madison Media	Account Director
Manish Pundir	Madison Media	Sr. Planning Manager

Results and Effectiveness:

в?ўThe campaign has reached 139 million adult men nationally в?ў400,000 people participated in the contest riddle; 475,000 people asked for the condom ringtone download through the SMS short code, 200,000 downloaded the ringtone from the website в?ўThe ringtone also received footage across national dailies, American press, NPR, Indian TV and Colombian radio. Over 200 portals have written about the condom ringtone. в?ўMessage comprehension (в??talk about condomsв?T) rose from 2% to 61%, likeability from 71% to 89% в?ў The SMS opinion poll saw over 80% saying condom is an acceptable word в?ўAs per NACO, (National Aid Control Organization of India). Condom sales through government channels grew by 85.0 million units during April to October 2008.

Creative Execution:

We started our в??Say-CONDOM-Aloudв?? campaign with a contest where the consumer had to answer a riddle, the answer to which was the word в??CONDOMв??. Since our objective was to make the consumer в??SAYв?? condom, the only mode of participation was by calling a voice portal. In the second leg, we created a buzz by leveraging the creative in which the words в??Kabbadiв?? used by the players in a popular local sport got replaced with the word в??CONDOMв??. We got editorials in Newspapers and radio anchors to report a fictitious tournament in which the players used the word в??CONDOMв?? instead of в??Kabbadiв??. This acted as a lead-in to a debate asking consumers for their opinion about saying the word в??CONDOMв?? in public In the third leg, we then targeted the consumerв?Ts craze for having ringtones on the mobile phones. The audaciousness of this ring tone generated huge PR and WOM again around condoms. We bombarded the consumer with в??in your faceв?? or rather в??in your mouthв?? advertising at its best.

Insights, Strategy and the Idea:

THE MARKETING CHALLENGE: Getting consumers to accept в??CONDOMSв?? as a personal care product & increase the use of condoms, in a country like India where condom usage is abysmally low (15-20%) and anything associated with в??sexв?? is taboo in public, the word в??CONDOMв?? is anathema - THE CONSUMER INSIGHT: Unless one can say the word в??CONDOMв?? aloud in public without hesitation, one will never be able to go to a pharmacy and ask for a в??CONDOMв??; THE VALIDATION: Quantitative and qualitative research done by the AIDS foundation showed that consumers tend to be far less inhibited about using condoms, if they have overcome the barrier of being able to talk about it. THE COMMUNICATION OBJECTIVE: To engineer acceptability for condoms, we hence decided to create в??Say-CONDOM-aloudв?? scenarios in media where the consumer had to say the word в??CONDOMв?? aloud and thereafter start a discussion about condoms.

DANCE

Type of Entry:	Use of Mixed Media
Category:	Use of Mixed Media
Title:	DANCE
Advertiser/Client:	T-MOBILE
Product/Service:	T-MOBILE
Entrant Company:	MEDIACOM London, UNITED KINGDOM
Advertising Agency:	SAATCHI & SAATCHI London, UNITED KINGDOM
2nd Advertising Agency:	FREUD COMMUNICATIONS London, UNITED KINGDOM
Media Agency:	MEDIACOM London, UNITED KINGDOM

Creative Credits

Name	Company	Position
Anna Berry	Mediacom	Associate Director
Stephen Ward	Mediacom	Media Manager

Results and Effectiveness:

Handset sales went up 22% during launch week Store footfall in January was the highest ever for T-Mobile Retargeting people whoв?Td seen the brand ad online with a sales message improved response by a factor of three The viral nature of the dance content ensured that over 10m people viewed online Search volumes on в??T-Mobileв?? went up by 38% during the campaign Our YouTube channel had more subscribers than any other in January

Creative Execution:

T-Mobileв?Ts new brand positioning is в??Lifeв?Ts For Sharingв??, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. We needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Our strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. We then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon.

Insights, Strategy and the Idea:

THE POWER OF NANO INNOVATIONS

Type of Entry:	Use of Mixed Media
Category:	Use of Mixed Media
Title:	THE POWER OF NANO INNOVATIONS
Advertiser/Client:	TATA MOTORS
Product/Service:	TATA NANO CAR
Entrant Company:	LODESTAR UNIVERSAL Mumbai, INDIA
Media Agency:	LODESTAR UNIVERSAL Mumbai, INDIA

Creative Credits

Name	Company	Position
Shashi Sinha	Lodestar Universal	Ceo
Nandini Dias	Lodestar Universal	Coo
Deepak Netram	Lodestar Universal	Gm
Habeeb Nizamudin	Lodestar Universal	Gm
Himanshu Phutela	Lodestar Universal	Media Supervisor
Naresh Batra	Lodestar Universal	Media Supervisor
Swaroop Bhat	Lodestar Universal	Executive
Ramya Gunaseelan	Lodestar Universal	Executive
Anshoo Jain	Lodestar Universal	Executive
Irfan Shaikh	Lodestar Universal	Executive
Harsh Vora	Lodestar Universal	Mngmt Trainee
Bhagwan Das	Lodestar Universal	Manager
Chandrujit Datta	Lodestar Universal	Sr. Executive

Results and Effectiveness:

3. Results and Effectiveness The Nanovations were carried out on 35 Publications, 380 Editions, 41 Radio Stations and 80 TV Channels п'§ In a recessionary market a record 500,000 bookings in just 2 weeks. п'§ 5.4 million People visited the carв?Ts official website within 24 hours of the launch. п'§ Headlines in newspapers began using в??Nanoв?T as an adjective. п'§ There were editorials on the в??Nano effectв??. п'§ The Nano got unprecedented PR coverage. п'§ Marketers launched products on the Nano theme.

Creative Execution:

2. Creative Execution в??в??Leveraging and creating content that could communicate the Nano essenceв?Tв?T Print: п'§ We renamed в??News in Briefв?T columns as Nano News. п'§ Mini trivia columns were renamed Nano Corners. п'§ For the first time ever, legendary cartoonist R.K. Laxman created a special Nano Cartoon in the nationв?Ts largest daily on launch day. Television: п'§ Instead of conventional television spots, we had Nano Ads popping up on TV content. п'§ We deliberately created TV breaks of shorter duration called Nano Breaks. Radio: п'§ Small breaks were called Nano Breaks, neighboring weekend getaways became Nano Destinations, and commuting shortcuts became Nano Smart Routes. Unconventional Media: п'§ For the first time, small butter packs from Amul, Asiaв?Ts largest food brand, were renamed as Nano Butter Packs. п'§ And compact cellular phones were rebranded as Nano Phones.

Insights, Strategy and the Idea:

1. Insights, Strategy and the Idea In 2004, the nation was promised a dream в?" a US $ 2000 car .This dream did transform into reality in 2009 but by now four long years had passed and the initial excitement had naturally waned. So, the challenge was to infuse excitement in the brand and make the launch really successful. Insight: In the consumerв?Ts mind Nano was synonymous with small and compact. In media, we knew that consumerв?Ts attention span is low and compact formats are preferred. Strategy and Idea: We would capture Nanoв?Ts positioning of COMPACT, TOPICAL and FUN in media. We would identify spaces which told a story in short, compact units. This led us to create NANOVATIONS, a series of small yet powerful innovations that would bring alive the Nano experience. Thus, we conceptualized a revolutionary media idea, breaking the conventional auto grammar of large sizes and lifestyle ads.

PIMP MY KETTLE

Type of Entry:	Product & Service
Category:	Fast Moving Consumer Goods
Title:	PIMP MY KETTLE
Advertiser/Client:	SAN REMO
Product/Service:	FANTASTIC NOODLE CUPS
Entrant Company:	OMD Sydney, AUSTRALIA
Media Agency:	OMD Sydney, AUSTRALIA

Creative Credits

Name	Company	Position
Joanne Liddell	OMD Fuse Sydney	Director Sponsorships/Partnerships/Events
Eb Yusuf	OMD Fuse Sydney	Senior Communications Manager
Paula Briffa	OMD Adelaide	Account Manager
Kim Boehm	Clemenger Adelaide	Managing Director
Greg Knagge	Clemenger Adelaide	Creative Director
Geoff Robertson	Clemenger Adelaide	Senior Art Director
Matt O'grady	Clemenger Adelaide	Copywriter
Adam Johnson	Clemenger Adelaide	Art Director
Kirsty Allison	Clemenger Adelaide	Producer
Judi Oehme	Clemenger Adelaide	Producer
Chris Mcardle	Clemenger Adelaide	Manager/Strategy/Client Services
Simon Dick	Clemenger Adelaide	Web Designer
Ashley Coleman	Clemenger Adelaide	Web Designer
Rob Mcintyre	Clemenger Adelaide	Web Designer
Nic Noben	Clemenger Adelaide	Technical Lead
Julie Robuck	Clemenger Adelaide	Account Manager

Results and Effectiveness:

There were over 40,000 unique visits to the Pimp My Kettle interactive website. Tracking research showed strong lifts in awareness, brand preference, intent to purchase and best tasting noodles scores and nearly half of our target audience said they had seen the campaign. Most importantly, sales throughout the campaign period were up by 34%.

Creative Execution:

We developed a campaign called в??Pimp My Kettleв?T. This was a parody of the MTV programme в??Pimp My Rideв?T, but instead of cars, it was kettles. The campaign had many touch points including interstitials and in programme content on MTV, a website, radio, outdoor, magazine, street press, PR and a sampling programme featuring a pimped up van that toured Australia. The website featured kettles that had been в??pimpedв?T by well known cult artists, such as Ben Frost and celebrities, such as Harry Kewell. As part of our MTV negotiations, an event was held at the MTV Gallery, Sydney. On the night, we held an auction of the pimped celebrity kettles to raise funds for the Youth Off the Streets charity. Our celebrity в??pimpersв?T and some lucky consumers attended the event which was a PR success. During the campaign, we also ran 2 national sales promotions featuring в??pimpedв?T up prizes.

Insights, Strategy and the Idea:

The Cup Noodle market is keenly contested by a few major players в?" one of which is Fantastic. Whilst Fantastic is a strong player, the category is very susceptible to price promotion. Our campaign objectives were to drive sales and, in doing so, create a stronger franchise for the Fantastic brand to make it less vulnerable to price promotional activity by competitor brands. The key strategic leap was a decision to shift the target to Fantasticв?Ts end consumer (Generation Y males) rather than Female Main Grocery Buyers (who for the most part, buy the product). After spending some time talking to our target audience, they told us that life is too much fun to take everything seriously в?" especially cup noodles. We decided that the best approach to this campaign was, to use the technical term, в??take the pissв??.

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