Pedidos Ya, a Uruguay-based food delivery service, and Gut Buenos Aires won the Mobile Grand Prix at the Cannes International Festival of Creativity on Thursday for “World Cup Delivery,” a quick-response campaign fueled by Argentina’s first title in 36 years.
The campaign began with an unpromoted push notification sent by Pedidos Ya to its 6 million Argentinian users, stating “Your order is on the way.” Confusion likely set in for most of the recipients: They hadn’t actually ordered anything, and yet when they opened the app the delivery tracker showed an order en route from the Middle East.
The giveaway, for those who looked carefully, was that the image representing the order was not the usual cheeseburger, but rather the World Cup trophy. That’s because what the app was indeed tracking was the return flight from Qatar to Argentina on which the newly crowned men’s soccer squad, as well as the trophy itself, was traveling.