Yes, the man rocked the Cannes Lions on Monday…in his underwear (I kid you not). New Zealand based Special Group took home a well deserved Direct Grand Prix for it’s Orcon Broadband Campaign.
Background: Despite offering faster broadband and better service, Orcon was still largely unknown.
Objective: To raise awareness of Orcon’s superior offering.
Strategy: Why say it when you can show it?
Execution: A “mass product demonstration” featuring Mr Iggy Pop.
Results: Off the wall. 200 auditions viewed over 100,000 times, 3,500 new Facebook friends in two weeks, NZ$650,000 of unpaid media coverage before the TV spot even aired and a 30% sales increase on the previous year.
What they did? They organised a world first event, a chance for 9 Kiwis to re-record Iggy’s “The Passenger” with the man himself. Everything revolved around the internet: the call for auditions, the facebook activity, the “play live with Iggy” event. So, while everyone else out there was busy talking up their services, Orcon went out and used theirs, showed it, made it truly magical. Who would have thought you can record a song via the internet, with 9 of you in New Zealand, each at their own studio and one in Miami in his studio?
So, here it is..enjoy!
For the full case study go to Cannes Lions.
Congratulations to all Cannes Winners,
Lucky
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