Cannes Lions

EXPERIENCE/LIFESTYLE FACILITATOR

MANNING GOTTLIEB OMD, London / LASTMINUTE.COM / 2009

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We set out to create the world’s longest Mexican wave of ‘thumbs up’ to pay homage to all the great stuff the brand does.

We wanted to showcase this Mexican wave on TV for visual impact, but that wasn’t enough. We needed to do something unexpected.So we set out to execute this Mexican wave across 3 commercial Terrestrial stations, running at a planned sequence. We aimed to start the wave on ITV, continuing on Channel 4, completing on FIVE, at 9.51, 9.52, and 9.53 respectively. The media would become the Mexican wave.This was a monumental feature of TV buying, a media first, getting 3 rival channels to not only work together but to run adds to the planned second.To ensure the wave had maximum impact and involvement we ran teaser ads in press, TV, digital, outdoor, email and shopping malls.

Outcome

It happened!! We created TV history with the longest ever Mexican wave.Over 7 million people saw the ad.Enough people flicked between the 3 channels to create a Mexican wave that would fill Wembley stadium and the Stade de France.More and more people talked about it and site traffic jumped by 17%.Revenue rose by 35% in the days following the launch.Received industry recognition on TV creativity by Thinkbox and Campaign.

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