PedidosYa - World Cup Delivery (case study) Mobile Grand Prix at the Cannes Lions 2023

Argentina is a country that’s completely crazy about Football. After 36 years of waiting, with many lost finals, this could be Lionel Messi’s last chance to win the World Cup. And it finally happened. Argentina broke a spell that lasted more than 3 decades. The country exploded in excitement like never before. In that context, people were obsessed with one thing: When would the trophy arrive in the country so they could celebrate? STRATEGY In a moment of total madness, where every brand was trying to jump on the success of the national team, and when it was very hard to be relevant, we focused our strategy on the anxiety every Argentinian was living. As soon as Argentina became World Champion, we detected a general increase in people’s interest to know about the arrival of the World Cup. Instead of an expensive media strategy, we decided to use our own platform to reach more than half of the population of the country. IDEA In the middle of the celebrations of the World Cup winning, PedidosYa sent to half of the country a “fake” delivery notification to their phones reading: “Your order is on the way”. Millions of users panicked, thinking their account had been hacked, or they had been scammed. But when they opened it, all that anguish turned into joy. It turns out that the notification took them to the map inside the app that usually tracks the order. But this time, it was directly linked to real time data that tracked the flight that brought the champions together with the World Cup Trophy to the country. This way, they could follow the journey from Qatar to Argentinian soil in real time through their phones. EXECUTION When Argentina became champions of the world, we put our hands to work. With a no code system and the help of AI, we used the API from Google Maps, and at the same time the API from Flight Aware, which shows the real time locations of every flight in the world. This way be were able to track the flight in real time and visualize it in the PedidosYa ecosystem So right as the airplane lifted off Qatar’s soil all PedidosYa users got a notification in their phones that said: “Your order is on the way”. The notification was linked to the PedidosYa app, where everyone could follow this time, instead of a cheeseburger, the World Cup’s journey home with the players. RESULTS In the 30 hours it took to deliver the World Cup from Qatar to Argentina, we were able putting the brand in everyone’s mouth. When Argentina’s national team and Messi both had reached the greatest glory, PedidosYa had more mentions than both of them, becoming the #1 trending topic. We had a reach of more than 25 million (more than half the country). It was the most viral World Cup brand action. And all with 0 dollar investment in media. AWARDS Cannes Lions 2023 - Mobile Grand Prix - 2 Gold, 1 Bronze in Brand Experience & Activation - 1 Gold, 1 Bronze in Media - 1 Gold in Social & Influencer - 1 Silver in Creative Data - 1 Silver in Direct CREDITS Brand: PedidosYa. Advertising Agency: GUT, Buenos Aires (Argentina). Digital Agency: Lanzallamas. Production Agency: . GUT Founder & Chairman: Gastón Bigio. Founder & Chairman: Anselmo Ramos. CCO & Partner: Joaquín Cubría. Executive Creative Director: Juan Pablo Lufrano. ECD & Partner: Ramiro Rodriguez Gamallo. ECD & Partner: Matías Lafalla. Creative Director: Nicolás Feldman. Creative Director: Marcha Bellusci. Head of Digital & Social: Gori Nastasi. Account Director: Macarena Calvis. Head of Design: Rosario Muñoz López. Designer: Carolina Vázquez García. Head of Production: Florencia Albizzati. Film Case Producer: Mora Kexel. Chief Strategy Officer: Javier Quintero. Strategist: Francisca Balbiani. Social Strategy Lead: Ignacio Rocca. Motion Grapher: Cristian Rossi. Creative Manager: Paula Akel. Pedidos Ya Client Representative: Santiago Minorini Lima (Pedidos Ya). Client Representative: Maru Prieto (Pedidos Ya). Client Representative: Cintia Skako (Pedidos Ya). Client Representative: Matías Tulian (Pedidos Ya).