World Cup Delivery
PedidosYa2022
World Cup Delivery is a 2022 mobile app campaign (push notification and live tracking) for PedidosYa, created by GUT, Buenos Aires.
The line
Tu pedido está en camino (Your order is on the way)
Why it works
When Argentina won the 2022 football World Cup, the delivery app PedidosYa sent about six million users a push notification that looked like any other: ‘Your order is on the way.’ Some assumed they had been charged for something they never ordered. Opening it led to the app's usual tracking screen, but instead of the familiar moving burger icon it showed the trophy crossing the map, following in real time the flight bringing it home from Qatar, plotted from public air-traffic data. It is studied as a brand using its own product as the medium: no media was bought, and the Mobile jury president, Shannon Washington of R/GA, praised the way it began with something people dislike, an unsolicited notification, and turned it into a moment the whole country shared. Cannes Lions noted that it became the number one trending topic. It won the Mobile Grand Prix at Cannes Lions 2023, plus Gold Lions in Social & Influencer and in Media.
Techniques
- Real-time and newsjacking Sent as Argentina wins, the notification opens the app's tracking screen to follow the trophy's flight home from Qatar live, plotted from public air-traffic data.
- Transfer The delivery app borrows the nation's World Cup triumph, swapping its burger icon for the trophy so the country's pride attaches to its own product.
Sources · 4
- Lion-winners announced on the penultimate day of the Cannes Lions International Festival of Creativity
- Cannes Lions: Mobile winners 2023
- Cannes Lions: Além da Copa no Catar, Argentina leva para casa um Grand Prix por campanha sobre 'entrega da taça'
- PedidosYa alcanzó el GP de Mobile con World Cup Delivery
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