Epic Split: Cannes Direct Marketing Jury Torn Between Volvo and Porn
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With more digital and social media tactics infiltrating traditional marketing work, juries are struggling to first define a category before they can decide what constitutes a winner. This was the issue at the heart of Grand Prix deliberations in direct at the Cannes Lions International Festival of Creativity.
It took the direct jury three days to define direct, and then until 1 a.m. on the last night of deliberations to choose between a campaign for a porn site and a Volvo Super Bowl hack.
After a long and arduous deliberation the jury awarded the grand prix to Volvo’s “Interception” by Grey New York. The brand, instead of advertising during the Super Bowl, chose to go around the biggest and most expensive advertising event of the year. The company encouraged viewers to tweet the hashtag #volvocontest, and the name of a person they loved, every time they saw another car commercial during the Big Game for a chance to win a car. The company saw a nearly 70% sales lift attributable to the effort, the jury said.
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