Last week Outside In initiated a discovery journey of Standout CX Stories from Cannes Lion 2023, with a Part 1 post here at:
An Outside In discovery of Standout ‘Experiential’ Stories from the world’s best Creative & Marketing initiatives at Cannes Lions 2023 continues with this Part 2 post… Let’s just jump in…
Inspiration 6: World Cup Delivery by PedidosYa
Food delivery app PedidosYa used AI in an emotional push off the back of Argentina’s World Cup victory.
The brand sent 6 million push notifications informing its customers that the cup itself was on its way home. This built its brand in a crowded sector without PedidosYa or GUT (their agency) having to write a single line of code
Check the complete story here at:
Inspiration 7: Community-first Engagement by Clash of Clans Gaming Company
Released in 2012, Clash of Clans is one of the most popular mobile games in the world, with 300 million daily players and millions of subscribers to its YouTube channel. For their 10th Anniversary, they wanted this global community of fans to feel like the game they loved was as iconic a gaming franchise as Mario, Donkey Kong, Pac-Man, and the other video games that have shaped culture and lives. Their goal was to create a campaign that went beyond celebrating 10 years, and instead re-engaged its fans in a way that reminded them how much they really love this game, and keep them invested for the future
Gamers hate traditional ads. But they crave content from Clash of Clans. Over the years, Clash of Clans has made animated shorts that give the characters in the game personality. They wanted to go farther than ever before by creating something gamers crave but had never had for Clash—lore. Instead of celebrating their 10th Anniversary, they celebrated a fake 40th Anniversary, pulling fans into an alternate universe where Clash had existed since 1982. They wanted their fans to truly feel that Clash was as important as those other iconic gaming franchises that had shaped their lives
That’s why every choice was made creatively and meant to add to the authenticity of their made-up story, so even the most diehard fans would wonder if there really had been 3 decade’s worth of Clash games they had never heard of. On the Internet, this questioning of history is called “The Mandela Effect,” where a mass of people collectively hallucinate an alternative history. They meticulously executed details needed to create a true Mandela Effect amongst Clash of Clans fan community.
It all started with an entirely made-up 20-minute documentary. To make it as authentic as possible, they shot on 5 different era-specific cameras. They created commercials for fake products, fake interviews for fake morning shows, and even scenes from a fake movie. At the heart of it were 3 era-specific games—which we actually made for real. An 80s arcade platformer. A 90s racer. And a 2000s open-world RPG. The games were designed to look like the decade they were from, then reformatted for the Clash app and released to our 300 million daily players
On social, they deepened the story by staging a Reddit AMA with a fake founder from their documentary. They made an IMDB page and turned their social pages into trips down memory lane releasing fake commercials from its past. They partnered with Champion, Topps, and General Mills (an actual cereal available to purchase in stores)
Check the complete story here at:
It is considered a master-class in community building and fan engagement
Inspiration 8: Samsung Flipvertising – Online Scavenger Hunt – for Gen Z Consumers
The Samsung Flipvertising campaign, developed by agency CHEP Network, was an online scavenger hunt, whereby people had to ‘trick’ their Google Search algorithm by viewing certain Samsung-based content, and so get served a winning ad on YouTube
The competition was initially promoted by influencers Dylan Page and EllyAwesomeTech in a video where they explained that the key to the hunt was in tracking down three online product films.
These short clips centered on a feature of the Flip 4 phone, such as its folding compact design, hands free flex cam and the available colors of the new device. A clue to the next video is then presented at the end of each ad, such as ‘What’s something you can do with your muscles, money and your flip?’ – hinting to search about the phone’s ‘flex’ feature online to find the next video
While searching online, hunters were given motivational messages in the form of Google text ads to continue sleuthing, such as ‘You’re a little closer to finding the Flipvertisement. Search a few more of the right terms and the algorithm gods might bless you’
Once all three videos have been viewed, the hunter was placed in a retargeting pool for the final winning ad to be served to them as a pre-roll spot on YouTube. The winning ad contained a unique code and instructions how to use it. The first user to be successfully targeted with the ad each day across the 10 day competition won a smartphone, everyone else was entered into a prize draw for a chance to win one
Check the complete story here at:
Inspiration 9 – B2B-focus Advocacy – Tip for Heinz
Heinz encouraged diners in the US to use their tips to tell restaurants to serve its ketchup. According to Heinz, 3 out of 4 North Americans prefer Heinz Ketchup when eating out, even describing a restaurant experience without Heinz as a ‘disappointment’. To rectify this, the brand created Tip for Heinz, a campaign that encouraged the American public to have their say on the matter to avoid condiment consternation in the future. It called upon Americans to add a ‘$1 tip for Heinz’ to any bill in a restaurant that lacked the brand’s ketchup
People were then asked to take a picture of the receipt and either submit it to www.tipforheinz.com or upload it to Instagram with hashtags #TipForHeinz or #sweepstakes. Once reviewed, Heinz would then pick up the $1 tip plus the restaurant tip (up to $20), with a few lucky customers even getting their entire bill paid for by the brand. Heinz put down $125,000 worth of tips to reimburse throughout the campaign and also handed out a year’s supply worth of ketchup to the first 10 restaurants that made the switch to Heinz Ketchup
Inspiration 10 – Plug Inn Community Tie-up for EV Charging by Renault
Renault has launched a new platform - Plug Inn – that will enable up to 475,000 additional electric charging points, thanks to communities of local people. Plug Inn partners with a community of people who welcome you to charge your electric vehicle in their homes. The community is based within remoter regions to solve the issue of a stronger charging infrastructure and alleviate concerns around ‘fear of charging’, the most common obstacles for using electrical vehicles
The peer-to-peer (P2P) service is designed to make life easier for electric vehicle users and enable the deployment of electric mobility on a large scale, for everyone regardless of how isolated the destinations may be. Previously, it would require a visit to a petrol station to get energy but today, Renault will make it able to charge vehicles directly at homes, creating a model of new sociability, self-help, and energy efficiency
Check the complete story here at:
For Additional Reading:
For stories going beyond CX focus, read more at: https://info.canneslions.com/the-cannes-lions-2023-official-wrap-up-report/
References and Sources
1) Cannes Lions – Google Wrap Up Report: https://info.canneslions.com/the-cannes-lions-2023-official-wrap-up-report/reset-with-ai
2) Clash of Clans Case Study: https://www.adsoftheworld.com/campaigns/clash-of-clans-clash-from-the-past-case-study
3) Samsung Flipvertising Case Study: https://www.contagious.com/news-and-views/campaign-of-the-week-samsung-turned-ad-targeting-on-its-head-and-boosted-sales-34
4) Tip for Heinz Case Study: https://www.contagious.com/news-and-views/campaign-of-the-week-heinz-engineers-grassroots-campaign-to-win-favour-with-restaurants
5) Renault Plug Inn Case Study: https://france.publicisgroupe.com/renault-launches-plug-inna-community-of-e-charging-points-that-negates-the-fear-of-charging-and-enables-drivers-to-connect-with-communities-to-discover-more-remote-destinations/?lang=en