CASE STUDY: Leo Burnett brings Cannes Lions 2010 to the world

Background

Cannes Lions, celebrating the global advertising industry every summer, drew a crowd of at least 8,000 and more than 24,000 award entries from 20 to 26 June in France this year.

Aim

David Perez, the creative recruiter at Leo Burnett, set out to be the eyes and ears for Cannes Lions 2010 as part of an experiential campaign that aimed to bring the festival to thousands of people unable to attend.

Through David on Demand, people gained exclusive access to the entire Cannes experience through a one man show.

Execution

Over six days, David used a live streaming tool called LiveU in partnership with Justin.tv to broadcast live from Cannes. David was equipped with a webcam, PDA for his Twitter @davidondemand, and a film crew to provide behind-the-scenes footage of the event.

David was also to go around Cannes, fulfilling harmless tasks submitted by the public through the David on Demand website. As many as 20,000 requests were completed.

Results

David on Demand was solely responsible for 45 per cent of the buzz generated around Cannes. According to data provided by public relations agency Porter Novelli, he beat out people like Facebook CEO Mark Zuckerberg (7.1 per cent), and companies like Microsoft (10 per cent), Yahoo (4.1per cent) and Gatorade (2.8 per cent).

The site received more than one million views from 132 countries. Nearly 3.5 million Twitter users sent messages through @davidondemand.

Media coverage included ABC World News, CNN.com, ABC.com, MSNBC, CNET, BBC.com and Sydney Morning Herald.

In total, the project managed to reach approximately 100 million consumers.

Credits:

Project David on Demand
Creative agency Energy Pool and Arc Worldwide
Production company Tool of North America
Director, creative & production partner Jason Zada
Digital partners Justin.tv, LiveU
Exposure Online