BUZZ NEWS

Vanksen Shortlisted At Cannes

Posted on July 13, 2009
Aïcha Charpentier

For the launch of the personalized video that was a part of the Disney "What Will You Celebrate" campaign (which we have already talked about here), the Vanksen agency was nominated on the short list for the Cannes Lions International Advertising Festival 2009, the most prestigious advertising award in the world. This year, Vanksen was also honored by the Public Relations Society of America (PRSA) with the Bronze Anvil Award for the same campaign.

The campaign was launched in December 2008 for the two Disney amusement parks in Florida and California. To start off, a personalized video was sent to 35,000 employees. The concept is simple: the Web user receives an email telling them that they are featured in the newspaper and that their birthday (or some other celebration) is being celebrated at the Disney theme park.

By clicking on it, he discovers a newspaper page on which a video plays. In this video, he can see the entire personalized park paying homage to him. At the end of the video, it redirects to a Web page that allows for the user to trick his friends.

Through this type of new tool, approaching the customer is more personalized and less intrusive. These aspects combine to have a larger impact while affecting the consumer without him feeling overwhelmed by promotional messages.

The buzz has spread to the United States, South America, Canada and Europe. The reception has proven to be very positive, and sales have increased significantly.

In the Unites States at first and presently in France, Vanksen is proving itself as being a major player in the world of alternative marketing by being creative and original.