13 hours ago
The PR eye
These are campaigns that skillfully leveraged public relations to drive impact. Some spearheaded a purpose-driven initiative, others demonstrated brilliant
real-time PR
. There were innovative product placement opportunities, brilliant maneuvers that turned influencer marketing on its head. Let's dive straight in.
"36 Months", Supermassive
A powerful, purpose-driven campaign focused on a crucial social issue: the age at which children access social media. This initiative, notably gaining traction in Australia, aimed to increase the minimum age for social media use by 36 months (or three years).
Instead of a traditional public awareness campaign, the strategy turned into a shrewd political maneuver. It directly appealed to political candidates, suggesting that if they pledged to raise the social media age to 16, they would secure the votes of concerned parents. Through continuous news cycle presence, public calls to action, and parliamentary pressure, the campaign framed the issue as a critical election promise. By empowering parents as a voting bloc and leveraging media coverage, the initiative transformed a societal concern into a compelling political agenda, demonstrating a strategic and impactful use of media to drive policy change.
McDonald's Olympic Curry, DDB Paris
During a pivotal Olympic basketball match between the USA and France, McDonald's France pulled off a remarkably timely and topical PR stunt. With Stephen Curry, the US basketball star, dominating headlines for his performance, McDonald's seized a unique opportunity. France is known for its popular curry sauce at McDonald's.
McDonald's posted a single social media message playfully suggesting they might withdraw their beloved "classic curry sauce" for "obvious reasons" – a clear, tongue-in-cheek reference to Stephen Curry's impressive play. This simple post rapidly snowballed into a widespread discussion, with people debating the fate of the sauce. Even Stephen Curry himself chimed in on Twitter, acknowledging the commotion. The brilliance lay in McDonald's quick thinking; they leveraged a live global event and a popular athlete's name, which coincidentally matched a product name, to generate immense buzz without being an official Olympic sponsor. It was a masterclass in timely, topical content hijacking.
Progresso "Soup Drops", Edelman
Progresso soup, a challenger brand often competing with larger rivals like Campbell's, faces its highest sales during flu season. To cut through the clutter, Progresso executed a brilliant product innovation that also served as a savvy media strategy: they created "Soup Drops."
These small, solidified soup portions, shaped and packaged like cough drops, were designed to be sold not in the crowded soup aisle, but in the cough drop aisle. The idea was simple yet revolutionary: if customers are seeking remedies for the flu, why not position soup directly where they're looking for solutions? "Soup you can suck on" perfectly encapsulated the concept, offering the comforting taste of chicken noodle soup in a convenient, lozenge-like form. This strategic move allowed Progresso to capture attention in a less competitive space, directly addressing consumer needs during their peak sales period with an innovative and relevant product.
Clash of Clans "Haaland Payback Time", David
In a creative twist on influencer marketing, Clash of Clans leveraged the polarising reputation of soccer star Erling Haaland. Known for his aggressive play and goal-scoring prowess, Haaland, despite his talent, has accumulated a significant number of "haters" among rival team fans. Clash of Clans, knowing Haaland was a fan of their game, brought him on as a real-life character in the game.
The genius came in the activation: whenever Haaland scored a goal, Clash of Clans ran targeted ads inviting fans of the opposing teams (his "haters") to "destroy his land" within the game. This tapped into the existing animosity and competitive spirit, channeling it directly into the game. Other famous players even joined in, vowing to "get his island." By transforming real-world rivalry into a digital invitation, Clash of Clans found a highly effective and talked-about way to convert "haters" into new players, demonstrating a brilliant understanding of fan psychology and social dynamics.
(At BE Extraordinary, a series about the winners at Cannes Lions written in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix winners, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
