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Maximizing PR Impact: Strategies and Results from Cannes Lions 2013

Explore the key insights and winning strategies from Cannes Lions 2013 PR cases, highlighting the importance of clear objectives, smart communication strategies, and tangible results. Learn from successful campaigns and avoid common pitfalls to achieve maximum PR impact.

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Maximizing PR Impact: Strategies and Results from Cannes Lions 2013

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  1. Cannes Lions 2013 – PR cases

  2. Gap ? • 95 % of the cases were introduced by advertising agencies • 95 % of the jury members came from “pure” PR agencies 1

  3. Handicap ? • No ! If cases have a “PR dimension” • PR dimension being : • Communication to (multiple) audiences through (multiple) non paid channels • Results driven beyond clippings, viewers, readers, “likes”,… 2

  4. Winning entry • Clear objectives • Communication strategy • Smart and original approach vs. “creativity as such” • Tangible results 3

  5. How to loose ! • Strategy : • “We had no budget, so we had to go for PR” • “With a zero budget, we wanted to create a buzz” • “Free advertising was the best way to go” 4

  6. How to loose ! • Results : • “200,000 € worth of free publicity” • “Free PR” • “Huge PR value” • “2 million media impressions” • “AVE’s reached 350,000 €” • “Likes”, “viewers”,”readers”,”tweets” 5

  7. VGC • Very good cases : • One Gold to DG Modem • One Silver to Mortierbrigade and to Ogilvy • Grand Prix : Australia – “Dumb Ways To Die” 6

  8. Cases • DES’S -  ”My Mattress Saving Bank” 7

  9. Cases • DES’S -  ”My Mattress Saving Bank” • Clear situation analysis • Smart and original strategy • Low communication budget but effective • Real case and product • Tangible results 8

  10. Cases • Design & Technology Association  - “We Believe in D&T” 9

  11. Cases • Design & Technology Association - “We Believe in D&T” • Real public affairs case • Smart use of stakeholders • Strong content • Multichannel approach • Tangible results 10

  12. Cases • Ura City – “Make Politicians Work” 11

  13. Cases • UraCity – “Make Politicians Work” • Audacious approach • Smart and effective strategy • Fun • Clear content • Multichannel approach • Tangible results 12

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