CANNES – CP+B’s “Emoji Ordering” for Domino’s Pizza, which used Twitter to reduce pizza ordering times to mere seconds, has won the Titanium Grand Prix at the Cannes Lions International Festival of Creativity this year.
The “tweet-to-order” system allows anyone in the US to simply tweet a pizza emoji to place an order.
Launched just last May, ordering using emojis is the latest expansion of Domino’s Anyware program, a comprehensive ordering system targeting tech-savvy but time-pressed younger consumers covering not just mobile but also smart TVs, smart watches and even in cars via Ford Sync.
“It’s the epitome of convenience,” says Patrick Doyle, CEO at Domino’s, to USA Today – and a lot of its patrons will agree. To date, 50% of the pizza retailer’s orders take place online.
Five other entries were awarded Titanium Lions: CBC’s “Abla Fahita,” from J. Walter Thompson Cairo, PR Grand Prix winner “#Likeagirl” by P&G via Leo Burnett Toronto, Cerveza Salta’s “Beer Tooth Implant” from Ogilvy & Mather Argentina, Samsung’s “Safety Truck” from Leo Burnett Argentina and Optus’ “Clever Buoy” from M&C Saatchi.
On the Integrated Marketing end of things, Nike and Wieden+Kennedy New York scored a home run with “RE2PECT,” which secured a Grand Prix. Launched the under the Jordan Brand, the campaign spanning online and offline is a tribute to future Baseball Hall of Famer Derek Jeter, endearingly called “The Captain” in his final season with the New York Yankees.
There was only one Gold awarded, which went to Heineken / New Castle Brown Ale’s “Newcastle Band Of Brands” via Droga5 New York.
Silvers went to three entries, namely Benjamin Moore’s “Red Sox: Green Monster” from The Martin Agency, “Groceries Not Guns” from Moms Demand Action For Gun Sense In America via Grey Canada and “Social Savvy Burglar” from Allstate Insurance via Leo Burnett Chicago.
A total of five Bronze Lions caps of the category, 4 of which were awarded to US ad agencies BBDO New York (Foot Locker – “Horse with Harden”), R/GA New York (AD Council – “Love Has No Labels”), Goodby Silverstein & Partners (Comcast/xfinity – “Emily’s OZ”) and Wieden+Kennedy Portland / Razorfish Seattle (Nike – “Risk Everything”)
Here’s the full list of winners:
Titanium and Integrated Winners
SEE ALSO: M&C Saatchi Sydney’s ‘Clever Buoy’ takes lone Titanium Lion for APAC.
