The Digital Marketing Blog

Mariano de la Vega, jury of Cannes Lyons 2007 wrote us these lines:

 It is a  SEM  case from Poland that obtained a Bronce Lion in the category “Innovative Ideas” from Cyber.

 It is a goodwill campaign  from the Polish Center against AIDS  in collaboration with netSprint.pl a search engine that indexes more than 122.000.000 websites in Poland.  During the campaign all website with sexual content were protected.  When the user typed the keywords such as “sex”, “anal”, “oral”, “porn” or “fuck”  on the result pages all these words appeared inside a little condom  GIF.

 A banner appears next to the results with the logo of  the Polish Center against AIDS, a condom and the phrase “Before you enter” .

 A different and innovative idea of the usage of SEM  because the aim is not to generate traffic to a site but to raise awareness in the usage of condoms before having sex (or cyber sex in this case).

 Example with images:

 http://www.arcww.com.pl/searchengine/sex_results.html
http://www.arcww.com.pl/searchengine/mixed_results.html

 I think that seeing this case being awared in Cannes talks about the relevante of SEM   in the digital marketing context and the growing need of creative approach that can make a difference in a media that it is getting a good portion of the online investment and where the challenge for the advertising usage is growing.
 Cheers

 Cheers
Mariano de la Vega
Thanks Mariano!

A collaboration of Fernando Barbella:

 - Agency: Saatchi&Saatchi Frankfurt

- Client: Frankfurt Taxi Services
- Brief: to encourage people to take taxis going back home after a night of drinking in bars, instead of driving while intoxicated their own cars. 

 
 http://www.piss-screen.de/

Thanks Fer!

After our post on Friday, Mariano de la Vega sent us some words from Cannes (thanks Mariano!)

 I wouldn’t say that Argentina hasn’t obtained anything when it got two shortlists and both shortlist are the same idea played on two different ways (banner and viral video.

 Only great ideas reach the shortlist, but getting to an award, excellence in execution was expected, I can show you excellent executions (automotive) that have not reach the shortlist because they couldn’t find great ideas on them.

 It has been a very demanding jury on this edition and as proof you just need to compare the awards from 2006 with the ones on 2007, where less awards were given. I am very happy with the level and where a standard was set for the future, I think that the last period 2006/2007 has been very productive for the industry in our region that has been growing, but also around the world.

 Beyond countries, borders, agencies and networks I believe that Cannes is about celebrating the best ideas and executions without thinking about its origin. This is what makes the festival big. Awards are not given: the excellent is distinguished among the best.

 I have seen people from countries that are more developed than our region, celebrating getting into the shortlist. It was really difficult getting into the shortlist.

 I think we have to take advantage of Argentinean creatives and make the clients invest on big executions and not seeing the media only as a source when there is not budget, brief or strategy.

 This space is evolving not because of technology but because of the people that is using it. We have to understand that besides being an integrating media of other media it is a media to distribute content.

 The viral video grandprix  shows how a customer and an agency had the guts to choose to broadcast a spot that could have been done for TV, however the strategic decision was: instead of looking for the consumer I will let them come to us, choose to see us and  choose to spread the message with a relevant concept to the audience, inspiring and full of insight.

 The grandprix that won, diesel (far far Sweden) shows that it’s not a question of technology application, but that success is based on an identification of the user and the originality approaching the website.

 Maybe this is the beginning of the end of corporate sites that try to speak to the user from there own core without establishing a real conversation with the consumer.

 Lets not forget that people do not visit a website just for its good design or because they click on a link. People visit a website when there is something valuable for their own interest.

 To sum up what this Cannes edition leave us as a lesson is the value of simple original ideas that come from and insight and that they involve the user building it and spreading the message.

 In this order: Idea and execution.

MORE INFO

 Agencia Interactiva del año: AFRICA PROPAGANDA from Brasil.

 Premios IAB Argentina