Digital advertising campaigns are big business. Seriously big business. YouTube alone brought in US$876-million for Google in 2011.
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It makes sense too. Digital campaigns “fix” a lot of the issues that exist in traditional advertising. It’s trackable, and third-party players such as Google Adsense mean that there’s a lot more space for negotiation when it comes to price than there in traditional media.
That said, you’re still not going to sell any product unless you’ve got a good campaign. The Cannes Lions, one of the world’s biggest international advertising festivals has revealed some of the best digital campaigns from the past year. Every year around 9 000 registered delegates from 90 countries visit the Festival, which receives more than 28 000 entries across various spheres of advertising.
This year, emerging markets countries have made a strong showing, with digital entries from South Africa, Brazil and India all making the shortlist for the digital section of the prestigious Direct category of the awards.
Some of the campaigns have won big at other award shows. Nike’s Back 4 the Future campaign for instance won a Webby award earlier this year. Ogilvy Cape Town’s “Be the Coach” campaign meanwhile recently won “Best use of Mobile” at the Bees social media awards.
Other standout campaigns include the VIP Fridge Magnet, which allows you to order a pizza from a Dubai restaurant just by tapping on it and Intel’s Museum of Me, which takes your Facebook feed and turns it into a virtual museum.
The festival has been around since 1954 and includes seven days of workshops, exhibitions, screenings, master classes and high-profile seminars by industry leaders such as Dan Wieden, Sir John Hegarty, Bob Greenberg, Maurice Lévy, David Droga, Mark Tutssel, Sir Martin Sorrell and Tham Khai Meng, as well as people like Mark Zuckerberg, Ben Stiller, Yoko Ono, Kofi Annan, Steve Ballmer and Bob Geldof.
Below are the shortlisted digital campaigns in the Direct category. Winners will be announced during the course of the week.
| Title | Advertiser |
Product |
Entrant Company | Country | |
|---|---|---|---|---|---|
A03 Direct Response Digital: Email Marketing |
|||||
| FORGOT YOUR PASSWORD? ALZHEIMER’S ASSOCIATION US / ALZHEIMER’S ASSOCIATION |
GRUPO GALLEGOS HUNTINGTON BEACH | USA | |||
| LEAKED EMAIL INVITE THE COMMUNICATIONS COUNCIL / AWARD SCHOOL |
DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | |||
| WORLD’S YOUNGEST JOB APPLICANT PLAN INDIA / CHILD WELFARE FUND |
BBDO INDIA Gurgaon | INDIA | |||
A04 Direct Response Digital: Mobile Marketing |
|||||
| VIP FRIDGE MAGNET RED TOMATO PIZZA / RESTAURANT |
TBWA\RAAD Dubai | UNITED ARAB EMIRATES | |||
| SUNNY SALE EMART / EMART |
CHEIL WORLDWIDE Seoul | SOUTH KOREA | |||
| HAPPINESS REFILL THE COCA-COLA COMPANY / COCA-COLA |
OGILVY BRASIL São Paulo | BRAZIL | |||
| BE THE COACH SOUTH AFRICAN BREWERIES / CARLING BLACK LABEL |
OGILVY CAPE TOWN | SOUTH AFRICA | |||
| MOBILE MEDIC AUSTRALIAN DEFENCE FORCE / DEFENCE UNIVERSITIES SPONSORSHIP |
GEORGE PATTERSON Y&R Melbourne | AUSTRALIA | |||
| PICK N PLAY McDONALD’S SWEDEN / PIES, ICE CREAM AND MILKSHAKES |
DDB STOCKHOLM | SWEDEN | |||
| KID RESCUE FUNDACIÓN TELEFÓNCA / TELEFÓNICA/ FUNDACIÓN TELEFÓNICA |
Y&R COLOMBIA Bogotá | COLOMBIA | |||
| HIJACK ALIAS / MEAT PACK |
4 AM SAATCHI & SAATCHI Guatemala | GUATEMALA | |||
A05 Direct Response Digital: Websites, Microsites & Banners |
|||||
| THE 28 DAY PERSECUTION OF ROMMY GULLA PANASONIC AUSTRALIA / BTW 800 DIGITAL RECORDER |
THE CAMPAIGN PALACE Sydney | AUSTRALIA | |||
| GAME FACES ADIDAS / ADIDAS |
TBWA\BERLIN | GERMANY | |||
| MEMORIES FOR THE FUTURE GOOGLE JAPAN / GOOGLE |
HAKUHODO KETTLE Tokyo | JAPAN | |||
| SEE FROM SOUND AMARIN BOOK CENTER / NAIIN.COM BOOK STORE |
McCANN WORLDGROUP Bangkok | THAILAND | |||
| #WESLEYNOVERDAO MOP / BRAZIL FOOTBALL |
WIEDEN + KENNEDY São Paulo | BRAZIL | |||
| MISSING ADD-ON INITIATIVE VERMISSTE KINDER / MISSING CHILDREN |
KEMPERTRAUTMANN Hamburg | GERMANY | |||
| THE LIBERATION ONLY / JEANS |
UNCLE GREY Copenhagen | DENMARK | |||
| THE HEIST PAUSE HOME ENTERTAINMENT / HIFI CHAIN |
ÅKESTAM HOLST Stockholm | SWEDEN | |||
| THE BEAUTY OF A SECOND MONTBLANC INTERNATIONAL / NICOLAS RIEUSSEC CHRONOGRAPH |
LEO BURNETT Milan | ITALY | |||
| ESCAPE THE MAP MERCEDES / C-CLASS AMG COUPE |
ABBOTT MEAD VICKERS BBDO London | UNITED KINGDOM | |||
| BACK 4 THE FUTURE NIKE / NIKE |
WIEDEN+KENNEDY Portland | USA | |||
| DIG DEEPER HBO / TRUE BLOOD |
BBDO NEW YORK | USA | |||
A06 Social Media & Viral Marketing |
|||||
| TASK FORCE INVESTIGATION FIREWORK BOMB-MAKERS CONSUMER SAFETY / TACKLING THE PRODUCTION OF HOMEMADE FIREWORK BOMBS |
LEMZ Amsterdam | THE NETHERLANDS | |||
| SMART TWITTER SPOT MERCEDES-BENZ ARGENTINA / SMART |
BBDO ARGENTINA Buenos Aires | ARGENTINA | |||
| #MILLIONHOODIES FOR TRAYVON MARTIN THE PARKS & CRUMP LAW FIRM / PUBLIC AWARENESS MESSAGE |
McCANN ERICKSON New York | USA | |||
| BACK AT YA SANTAM / INVESTMENT COMPANY |
KING JAMES Cape Town | SOUTH AFRICA | |||
| BOOK BURNING PARTY LEO BURNETT DETROIT / TROY PUBLIC LIBRARY / TROY PUBLIC LIBRARY |
LEO BURNETT DETROIT | USA | |||
| THE DOVE AD MAKEOVER UNILEVER / DOVE BRAND |
OGILVY & MATHER London | UNITED KINGDOM | |||
| A WOMAN’S NIGHTMARE SAMUSOCIAL / CHARITY |
PUBLICIS CONSEIL Paris | FRANCE | |||
| MUSEUM OF ME INTEL / INTEL CORE I5 PROCESSOR |
PROJECTOR Tokyo | JAPAN | |||
| HUNTER AND BEAR’S 2012 BIRTHDAY PARTY BIC GROUP / CORRECTOR FLUID |
BUZZMAN Paris | FRANCE | |||
| COCA-COLA POLAR BOWL THE COCA-COLA COMPANY / COCA-COLA CLASSIC |
WIEDEN+KENNEDY Portland | USA | |||
| CHAOS IN YOUR TOWN STATE FARM / INSURANCE |
DDB CHICAGO | USA | |||
| MINI MAPS MINI FRANCE / MINI |
DDB PARIS | FRANCE | |||
| GUTI’S QUINIELA SPANISH STATE LOTTERY / LOTERÍAS Y APUESTAS DEL ESTADO / LA QUINIELA LOTTERY |
SHACKLETON Madrid | SPAIN | |||
| LOOK BLOCK C&A / C&A |
DDB BRASIL São Paulo | BRAZIL | |||
| THE CNN ECOSPHERE TURNER BROADCASTING SYSTEMS / CNN |
HEIMAT Berlin | GERMANY | |||
A07 Direct Response Digital: Other Digital Platforms |
|||||
| THE GOOGLE PUZZLE GOOGLE / GOOGLE CHROME |
HAKUHODO Tokyo | JAPAN | |||
| CONNECTING LIFELINES HONDA MOTOR / INTERNAVI |
DENTSU Tokyo | JAPAN | |||
| GROUP SALE ALEH / ALEH |
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV | ISRAEL | |||
| THE STEVE JOBS MOMENT OF SILENCE MOMENT OF SILENCE / THE STEVE JOBS MOMENT OF SILENCE |
KNARF New York | USA | |||
| SWEBUS JACKPOT SWEBUS / LONG DISTANCE BUS |
ÅKESTAM HOLST Stockholm | SWEDEN | |||
| SMALL BUSINESS GETS AN OFFICIAL DAY AMERICAN EXPRESS / AMERICAN EXPRESS |
CRISPIN PORTER + BOGUSKY Boulder | USA | |||
| SONG ON AIR = CLIP ONLINE ABSYNTHE MINDED / ABSYNTHE MINDED |
MORTIERBRIGADE Brussels | BELGIUM | |||
