Awards » Cannes Lions » Cannes Lions 2010

Cannes Lions 2010

Award Type: Advertising Awards

Agency of the Year: AlmapBBDO, Sao Paulo

Network of the Year: BBDO

Independent Agency of the Year: Jung von Matt, Hamburg

Interactive Agency of the Year: Crispin, Porter + Bogusky, Boulder
Direct Agency of the Year: Abbott Mead Vickers BBDO

Media Agency of the Year: Leo Burnett Sydney

Palme d'Or: MJZ, USA

Advertiser Of The Year: Unilever

CTT EXPRESSO COMMITMENT

Ctt

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Industry Consumer & Public services, Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market Portugal
Agency Fischer Portugal
Executive Creative Director Diogo Mello
Art Director Marco Martins
Copywriter Rafael Pitanguy
Account Supervisor Miguel Messias
Released June 2010

Awards

Cannes Lions 2010
Media - Gold
Media - Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Outdoor
Advertiser: GRUPO CTT
Product/Service: DELIVERY SERVICES
Agency: FISCHER PORTUGAL Lisbon, PORTUGAL
Executive Creative Director: Diogo Mello (Fischer Portugal)
Copywriter: Rafael Pitanguy (Fischer Portugal)
Art Director: Marco Martins (Fischer Portugal)
Account Manager: Marcella Silveira (Fischer Portugal)
Account Supervisor: Miguel Messias (Fischer Portugal)
Art Buyer/Producer: Sonia Saldanha (Fischer Portugal)
Results and Effectiveness:
The campaign caught the attention of the media and spread over the Internet, throughout the country and even overseas, generating great visibility for the brand and reaching a great number of potential consumers.
As a result, there was an increase of over 84.7% on the number of new visitors to the company´s website, not only from Portugal but from a total of 9 other countries, and more than 13,600 page views were registered while the campaign was running (a little over a week), confirming once again, that when it comes to trust, seeing is believing.
Creative Execution:
We were going to deliver objects to the actual outdoors, under everyone´s eyes.
How: Special outdoors were adapted to host real objects and posters with indications of what they were, where they were going to, when they would get there, and what would be taking their places on the following day. A unique operation, where nothing could fail, was designed for all these outdoors to be changed every day, displaying the perfect exchange of all the objects and perfect timing of all the deliveries as CTT Expresso transported all of them from one outdoor to another, throughout the whole country, for days.
To complete the outdoor campaign, we also created a website so that everyone could check in real time, through webcam videos and pictures, that the objects really were reaching their destinations in other cities as promised and in time, all under the concept “we deliver, see it for yourself”.
Insights, Strategy and the Idea:
CTT Expresso is Portugal´s number one company in fast delivery services. In a market where “speed” itself is less and less a differentiating aspect, the strategy was to find a way to gain “trust”, for this is nowadays, as researches showed, the most important thing in consumers´ minds when choosing a partner to deliver their needs, whether they be individuals or companies. The campaign was directed at both existing and new consumers. Trust is something that needs to be earned.
So we needed to come up with a campaign that would earn the trust they sought from their customers. To achieve that we came up with what we called “The Expresso Commitment”. A special outdoor project that would use this media in an innovative way to leave no doubts about the fact that CTT Expresso never fails.