Cannes Lions / Media, Outdoor & Radio Awards
Search, Stories and Shopping claim awards in Cannes
Last night saw Droga5 New York scoop a well-deserved Outdoor Grand Prix for a benchmark campaign that united rap star (and publicity magnet) Jay-Z with search engine Bing.
Created to maximise the launch of Jay's autobiography, Decoded, the agency seized the chance to showcase Bing Maps with an interactive game that featured the content from pages of the book in a series of significant real world locations. Fans could use Bing Maps to follow clues, with those tracking down every page given the opportunity to win a lifetime pass to the Jiggaman's gigs.
The smart combination of technology, superstar front man and extraordinarily compelling use of NYC as a canvas created a perfect storm of publicity and reinvented the book as an experience that brilliantly captured - and exploited - the zeitgeist.
While challenger brand Bing claimed the Grand Prix the Outdoor category provided its ubiquitous rival Google with a succession of Gold Lions for its Voice Search mobile app. Google's poster campaign was almost the exact opposite of the bells and whistles of the Jay-Z extravaganza, using a super-pared-down execution to show the phonetic versions of popular search terms. The tagline - Say it to get it - got the message across with a discreet simplicity that was perfectly in tune with Google's almost self-deprecating, gentle giant image.
Other highlights of yesterday's awards included a Media Grand Prix for Tesco's Homeplus Subway Virtual Store, a campaign that recreated grocery aisles in busy stations. Commuters in Seoul were encouraged to use their phones to scan QR codes that linked the products (which were actually just pictures) to their online shopping carts, and delivered the shopping to their home later that evening.
Created by Cheil Worldwide, Seoul, the campaign propelled Tesco Homeplus to number one in the online market, and establishing them as a very close number two offline, despite having fewer real life stores than its rival E-mart. With over 10,000 visits to the virtual stores and a 76% hike in registered users, sales were also increased by 130% during the promotion.