What kind of creativity drives growth?
To answer this, we need look no further than the Cannes Lions Creative Effectiveness Lion, which recognises work that demonstrates creativity that drives business results.
All three of the winners featured in the following case studies have enjoyed non-incremental growth.
Only a fool thinks a growing business isn’t bathed in creativity.
Chief Transformation Officer, MediaLink
This year, Carrefour’s Black Supermarket won the prestigious Grand Prix.
In a highly purpose-driven piece of work, the supermarket raised awareness of how European legislation meant that it was illegal for farmers to grow 97% of the world’s cereals, vegetables and fruits.
Lobbying the EU to change the law, Carrefour gained huge support from the public and sourced “illegal” produce to sell in store (“Black Supermarket” being a play on “black market”).
So, what were the results?
- The public bought the illegal goods en masse (all 70 tons that Carrefour could get hold of was sold).
- Instore traffic increased by 15%.
- 83,000 people signed the petition. On April 19 2018, the EU ratified new regulation on organic agriculture, reauthorising sale and cultivation of farmers’ seeds after 40 years of prohibition.
- Brand love grew by 8%.
South American brand takes on the big-hitters
Noblex, an Argentine TV manufacturer, won a Gold in 2019 for All-In Promo which ran during the World Cup in 2018. The campaign, which sought to achieve direct sales of at least 1,000 on 4K HD 55” TVs and to create a strong demand from retailers, used the emotional power of football to galvanise the nation.
The campaign offered those who bought a Noblex 4K TV a full refund in the event of Argentina not qualifying for the World Cup. It was an instant hit, with online TV stock selling out in hours. More than this, the conversation lasted four weeks – all from a piece of work that featured just two paid tweets.
And the results?
- The campaign generated US$11 million in turnover for 5,000 TVs sold online.
- The inventory of B2B Noblex TVs for Q1 2018 sold out. (As a reference, in 2016 40% of the inventory had been sold).
- Retailer demand of Noblex products increased by 18% after the campaign.
- The ROI was US$12 for every US$1 invested in advertising.
- Manufacturer (Grupo Newsan) hit a new sales record: one million TV units sold as of the campaign, reaching a market share of 25%. (VS 12% of previous year).
Detergent brand ‘owns’ every ad
Tide, the detergent brand owned by P&G, went off-piste at the 2018 Super Bowl, where brands invest crazy amounts each year. Tide wanted to stand out from all the other advertisers, so they set out to ‘own’ the other ads. Working with Saatchi & Saatchi, Tide found something all ads have in common: clean clothes.
If the characters in an ad are wearing clean clothes, then that, they reasoned, must make it a Tide ad. After first setting up the idea by using Stranger Things actor David Harbour to invite the TV audience to keep their eyes open for the next #TideAd, the brand stole the moment. Even two years on, Tide is still reaping the rewards.
What were the results?
- Sales of Tide Ultra Oxi, the product featured, increased 35% in the two weeks after the game.
- In a year, household penetration of just this one Tide product increased from virtually nothing to 5%, which is almost as big as some of its competitors.
- It’s a Tide Ad became part of culture. It has spawned thousands of memes, countless tweets, and perhaps most tellingly, it hasn’t been forgotten. During Super Bowl LIII, #TideAd was used by the media and consumers, even though Tide did not run a commercial during the game.