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Writer's pictureElodie Hu

Exploring the Creative Commerce Gold Cannes Lions Award-Winning Works

OREO Calls: Turning Referee Calls into Cookie Deals

OREO Calls is an innovative mobile-led commerce experience designed to boost OREO sales during the highly popular NCAA March Madness. By turning referee signals into playful cookie match-ups, the campaign allowed fans to unlock special offers on OREO products. This creative approach linked OREO’s black-and-white imagery with referees' uniforms, gamifying the viewing experience. The campaign successfully reversed declining sales, achieving a 61% coupon redemption rate at Walmart and increasing OREO’s category share by 9.7%.


iFood Streams Women's FIFA World Cup

iFood leveraged the streaming of the Women's FIFA World Cup to attract users to its app and boost food orders. With no open TV channels in Brazil broadcasting the event, iFood capitalized on this gap by buying the live streaming rights and offering all 64 games for free within its app. This strategy not only supported women's football but also engaged its massive user base of 50 million Brazilians. Partnering with popular sports influencer Casimiro, iFood successfully increased orders by 23%, reached 21 million viewers, and strengthened its brand as Brazil's most loved, with 86% positive sentiment.


Samsung's ThrowBack Deals: Reviving Email Marketing

Samsung’s ThrowBack Deals campaign ingeniously used the traditional and often misused channel of email to transform Brazil's slowest sales week—the week after Black Friday—into the second-best sales week of the year. Capitalizing on the behavior of 80% of online shoppers who abandon their carts, Samsung sent 735,000 hyper-personalized emails offering the latest products at old prices. This innovative approach resulted in a 318% sales increase, R$3.5 million in sales, a 67% email open rate, and an astounding 5145% ROI. The campaign was so successful that it became an ongoing activation for Samsung, demonstrating the power of creative and targeted email marketing.


IKEA's SHT: Fighting Unfair Taxation with Creativity

IKEA’s SHT (Second-Hand Tax) campaign was a bold response to Canada’s affordability crisis and an outdated federal tax policy that charged Canadians 13% HST twice on second-hand items. Embracing values of sustainability and affordability, IKEA introduced a -13% SHT to eliminate the double taxation. This creative solution not only boosted second-hand sales by 192% and increased foot traffic by 16%, but also ignited a national debate on tax policy reform. By promoting SHT through various channels and partnering with influential stakeholders, IKEA successfully advocated for legislative change, aligning with Canadians’ urgent demand for affordable and sustainable options.


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