THE LOERIES CALL TO ACTION CAMPAIGN

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Cannes Shortlist 2014

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The brief was to call for entries for the 2013 Loerie Awards, the premier advertising and creative awards show in South Africa.

Creatives spend a lot of time online so we focused our campaign on Google. We used an existing database with industry names and bought these names as Google Adwords and created fake Google search results for them.We sent out e-mails and campaign posters that motivated people to Google their own names just to find the fake results. Clicking on these took them to the Loeries website via a landing page that motivated them to enter the award show. If they entered and won it would push them higher up in the Google rankings, making them “The most famous you”.