Publicis Groupe’s Digitas and MDC Partners’ Crispin Porter + Bogusky were jointly awarded the Cannes Grand Prix Lion award in the direct marketing category.
The award was for a campaign for client American Express entitled “Small Business Gets An Official Day.” The work was designed to promote small-business owners and a day for consumers to focus their spending on them. The creative was titled “Small Business Saturday,” which follows Black Friday, the big shopping day right after Thanksgiving that kicks off the holiday shopping season.
Utilizing TV, print and online banners, Amex directed consumers to Facebook, where they could pledge to “shop small,” and also map out local small businesses. They could also redeem $25 gift cards that Amex contributed to the effort. Over 40,000 people redeemed gift cards, while the Facebook page dedicated to the effort drew 2.7 million “likes” last year.
Even Washington got involved, with the U.S. Senate declaring Small Business Saturday an “official” day, while President Obama went on a shopping trip with his daughters.
In addition to the Grand Prix Award, 15 Gold Lions were issued for the direct marketing category this year, as well as 25 silver and 44 bronze Lions. Winners are highlighted at www.canneslions.com.