2011 Winners & Shortlists

The Brief

Offer a unique high value prize and convey the competition through targeted distribution of flyers amongst all shoppers. However considering all shoppers were already aware and had the brand top of mind due to simultaneous messaging through in mall advertising networks, they quickly identified with the well attired and well informed hostess staff on site at all Yellow booths. The fact that well positioned yellow objects were peppered around the mall, helped the hostesses connect and help participants to get the best yellow shot.

Describe how the promotion developed from concept to implementation

We needed to first give legitimacy to the competition. We contacted some of the most prestigious photographers in the country and had them take part of our jury to pick the winner of this exciting competition. We then built our in mall team and their two yellow stations, and started communicating the campaign via all available networks in the Pikasso portfolio. Once we had everything in place, we needed to tie it all up with a digital submission portal and a great prize to shoot for: a yellow fiat 500. The levels of engagement over all platforms was exhilarating.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 22000 people visited the micro-site in 9 days. Over 2000 pictures were submitted and judged by a panel of the best professional photographers. The network was sold out for the rest of the year. Pikasso has since opened two more mall networks, with more on the way.

Explain why the method of promotion was most relevant to the product or service

We managed to engage people via existing and new media networks, by promoting the indoor campaign using the outdoor Pikasso networks. In order to engage people and have advertisers take notice, we showed an exciting and informative reel on LCD panels, and used the remaining panels to display the rules and regulations of the competition, and motivating the public to participate. We even gave a helping hand by putting yellow props all over the mall. Smart illustrations and teasing headlines were used in large outdoor formats. Imaginative animation and witty copy for smaller formats that were on pedestrian traffic.