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Cannes Lions, 2014

Award Type: Advertising Awards

Cannes Lions is the world's biggest celebration of creativity in communications. Benchmarking innovation in anything from mobile and billboards to design and branded content, it’s the home of the great ideas changing the ways brands interact with their customers. Our Awards champion the best work from the past year and the Festival’s inspirational learning programme points the way forward.

SPECIAL AWARDS
CREATIVE MARKETER OF THE YEAR

The Creative Marketer of the Year Award honours clients who have distinguished themselves by the quality of their campaigns or who inspire innovative marketing of their products or services. This award is nominated by the Festival organisers.

Presented to Steve Easterbrook, Senior Executive Vice President and Global Chief Brand Officer, McDonald’s

HIT 3001

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Industry Government & Other Authorities
Media Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Associate Creative Director Johanna Santiago
Creative Director Fernando Rosario, Lixaida Lorenzo
Copywriter Nánel Rodríguez, Pablo Torres
Digital Creative Director Cristian Cruz
Production Latitude 18
Released November 2013

Awards

Cannes Lions, 2014
PR LIONS Practices & Specialisms: Media Relations BRONZE

Credits & Description

Type of entry: Practices & Specialisms
Category: Media Relations
Advertiser: DEPARTMENT OF ECONOMIC DEVELOPMENT AND COMMERCE OF PUERTO RICO
Product/Service: ENTREPRENEURSHIP
Agency: JWT SAN JUAN San Juan , PUERTO RICO
Client: DEPARTMENT OF ECONOMIC DEVELOPMENT AND COMMERCE OF PUERTO RICO
Product: ENTREPRENEURSHIP
Entrant: JWT SAN JUAN San Juan , PUERTO RICO
Type of Entry: Practices & Specialisms
Category: Media Relations
Entrant Company : JWT SAN JUAN San Juan, PUERTO RICO
Advertising Agency : JWT SAN JUAN San Juan, PUERTO RICO
Media Agency : MEDIANET San Juan, PUERTO RICO
Production Company : LATITUDE 18 San Juan, PUERTO RICO
Vp Regional Creative Director: Jaime Rosado (Jwt San Juan)
Creative Director: Fernando Rosario (Jwt San Juan)
Associate Creative Director: Johanna Santiago (Jwt San Juan)
Creative Director: Lixaida Lorenzo (Jwt San Juan)
Senior Copywriter: Cesar Gonzalez (Jwt San Juan)
Copywriter: Pablo Torres (Jwt San Juan)
Copywriter: Nanel Rodriguez (Jwt San Juan)
Digital Creative Director: Cristian Cruz (Jwt San Juan)
Senior Art Director: Jose Cuenco (Jwt San Juan)
Senior Art Director: Osvaldo Vazquez (Jwt San Juan)
Senior Producer: Charlie Colon (Jwt San Juan)
Account Director: Natalia Fano (Jwt San Juan)
Account Executive: Carlos Gutierrez (Jwt San Juan)
Digital Account Director: Auribel Chaar (Jwt San Juan)
Direct Marketing Director: Erika Van O'ordt (Jwt San Juan)

Describe the campaign/entry:
Government speeches don’t make good TV. They are usually long on words and short on ratings. Even though important ideas are presented, nobody tunes in to watch.

So to communicate his local entrepreneurship plan, the Governor of Puerto Rico decided to transform his traditional New Year’s speech. Instead, he delivered his message using a Hollywood film.

The Government of Puerto Rico acquired the rights to Chasing 3,000, an unreleased Hollywood film about Roberto Clemente, a baseball Hall-of-Famer, and the most influential Latin American athlete of all time. His biggest milestone was to reach 3,00 hits.

On January 1, 2014, the anniversary of Clemente’s death, the Governor used the movie to challenge the country to strive for a different kind of hit.

We convinced Telemundo, one of the world’s top Hispanic networks, to donate a 2-hour primetime slot and air it in place of the speech, entirely without commercials. Instead, the audience saw business pitches of young Puerto Rican entrepreneurs. Pitches that viewers could turn into hits.

At the end of the movie, the Governor and Roberto Clemente’s son asked the audience to vote via web or SMS for the idea that could turn into the country’s next hit.

Then we shifted our public relations efforts to the service of the entrepreneurs. The finalists were taken on a media tour and their companies received national press coverage. The winning company received guidance from the Government, making it a model case study for the country’s emerging entrepreneurial class.

Describe the brief from the client:
The effort’s immediate goal was to successfully introduce new economic policy destined to make things easier for entrepreneurs and start-ups in Puerto Rico. But the end objectives were more ambitious.

The country’s economy has seen better years. The administration needs to publicize all they are doing to spark a recovery. The traditional way to do this, through speeches, hasn't been successful.
So this new effort to present government policy through engaging content had to prove it was more effective than previous attempts at capturing the audience’s attention and leading it to actively participate in the government’s plan for economic growth.

Results:
Over 1 million viewers tuned in to watch the movie between the original airtime and a rerun a week later. The movie was the top-rated program of its time slot. And when compared with ratings of previous government speeches in recent history, the movie and the opening message by the Governor set historic highs.

More than 50,000 voted to select the next hit. Even though a single winner was selected, all four of the participating entrepreneurs received media coverage and reported dramatic increases in their sales, leads, and social media activity.

The country’s LinkedIn page, the government’s communication hub for the entrepreneurial class, acquired over 2,000 new connections after the effort launched.

Overall, the campaign generated over $2 million in earned media.

Execution:
On January 1, 2014, the anniversary of Clemente’s death, the Governor used the movie to challenge the country to strive for a different kind of hit.

We convinced Telemundo, one of the world’s top Hispanic networks, to donate a 2-hour primetime slot and air it in place of the speech, entirely without commercials. Instead, the audience saw business pitches of young Puerto Rican entrepreneurs. Pitches that viewers could turn into hits.

At the end of the movie, the Governor and Roberto Clemente’s son asked the audience to vote via web or SMS for the idea that could turn into the country’s next hit.

The entrepreneurs were taken on a media tour and their companies received national press coverage. The winning company received guidance from the Government, making it a model case study for the country’s emerging entrepreneurial class.

The Situation:
The Governor of Puerto Rico was about to unveil his new plan for the advancement of local entrepreneurship. The obvious choice was to make it the cornerstone of the next scheduled televised speech on New Year’s Day.

But, given Puerto Rico’s current economic troubles, this was an important announcement. The governor wanted his audience to be larger than the few who typically watched televised speeches. He wanted the entire country, including potential entrepreneurs and Puerto Ricans from all sectors, to listen and be reassured that the country’s economy policy was headed on the right direction.

The Strategy:
Government speeches don’t make good TV. They are usually long on words and short on ratings. Although important ideas are presented, nobody tunes in to watch.

The Governor of Puerto Rico wanted to unveil his plan for the advancement of local entrepreneurship. The obvious choice would have been to make it the cornerstone of the next scheduled televised speech on New Year’s Day. But not if he wanted people to listen.

So to communicate his local entrepreneurship plan, the Governor of Puerto Rico decided to transform his traditional New Year’s speech. Instead, he delivered his message using a Hollywood film.