The Cyber Lions category at the Cannes International Advertising Festival covers a wide range of interactive marketing from websites, microsites, interactive campaigns, online advertising, rich media banners, mobile advertising, interactive tools, email marketing and viral videos.
This year there were three worthy winners who received a Grand Prix within this category.
‘Best Job in the World’ Campaign for Tourism Queensland
Let’s face it, we’ve all seen the typical tourist ads with beautiful, white sandy beaches, stunning aqua marine life and cliche couples walking off into the sunset. Whether it’s inviting us to visit Malta, Turkey, the Greek Islands or the Maldives, the final destination is almost interchangeable as it’s all based on the same consumer insight or creative treatment.
So it’s refreshing to see Tourism Queensland adopt a radically diifferent approach to make their modest marketing budget go that much further.
If you haven’t heard about this campaign yet you clearly love your job too much to even notice! Basically, instead of going down the traditional route, Tourism Queensland decided to place recruitment ads in various global media for a 6 month paid contract on Hamilton Island, describing it as ‘the best job in the world’.
Needless to say it wasn’t long before this campaign went viral. What a great way to raise awareness of this beautiful destination whilst indirectly communicating the island’s key features. As an aside, I met a proctologist last week which must surely be the worst job in the world! Given the choice, I think I’d much rather be a beach bum than a bum specialists!
Credit: Campaign created by Nitro
Fiat Eco:Drive campaign
The Fiat Eco:Drive system is an innovative application to help drivers reduce fuel costs and carbon emissions. Fiat drivers essentially have to download and install the Eco Drive Adobe Air application on their computers, sync a USB stick with the app and then plug the stick into the Fiat’s Blue and Me port. After driving somewhere, you can plug the USB stick back into your computer to upload all your driving data, whereupon it’s analysed to give you recommendations on how to improve your driving habits and ultimately your fuel efficiency.
Credit: AKQA London, UK
Warner Brothers ‘Why So Serious’ campaign for Dark Knight
I’ve always been fascinated with Alternative Reality Games ever since McKinney’s ground breaking Audi Heist a few years ago. The amount of preparation, organisation and planning which goes into these sorts of campaigns is absolutely mind-boggling and I particularly love the way it blurs the lines between the virtual world and reality.
For the launch of the film Dark Knight, Warner Brothers launched a meticulous ARG campaign to build buzz around the film, engaging 10 million participants in the process. Rather than try to explain it here, your best bet is to watch this video. Pure genius.