The Brief

Our primary target audience consists of college students and clients of Leo Burnett. We were required to put up posters to publicise the Cannes Predictions Event as well as send invitations to our target audience. But how do we create a high level of interest so that they don’t toss the invitations aside and forget about the event? How do we make the event stay in their minds? Our strategy: let the target audience interact with the posters and invitation postcards so that the event makes a deeper impression on them. By engaging our target audience with interactive materials, the posters and postcards became more than mere announcement tools.

Creative Execution

In today’s times, people get to indulge in liking things they’ve discovered and announcing their likes via social media. If they like a video on YouTube or an article, they get to click on the Like button and display their preference for the world to see. We tapped into this habit of liking for our campaign as it was relevant to Cannes Prediction Event – the part where guests are required to pick, like and predict that their favourite works will win a Cannes Lions.

Describe the creative solution to the brief/objective.

During the event, guests will be invited to like and pick 15 works out of the 40 featured. They have to predict that these 15 works would win Cannes Lions awards. That’s why we wanted our guests to brush up their liking skills. Each poster/postcard featured 2 QR codes. Upon scanning, the codes unveiled totally unrelated things on the participant’s smartphone. For example, an image of a broccoli and the other - a guy with an Afro hairdo. The participant was invited to like one out of the two objects featured on each poster.

Results

60 posters were displayed and 30 postcards were sent out. Over the span of 3 days, approximately 400 participants scanned the codes and liked their favourites. And the Cannes Predictions event saw a full house – all 250 seats were filled.