Delivery app Pedidos Ya wins Mobile Grand Prix for World Cup play

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. Some 16 hours prior, after Argentina had defeated France for its first World Cup title in 36 years and Argentinans spilled out onto the streets in celebration, Pedidos Ya saw an opportunity to leverage its brand reach. Wanting to hype up the impending return of the physical trophy, the app determined which flight would carry the soccer team home, triangulated its timing, and the moment the plane departed, Pedidos Ya sent the fake notification to all of its Argentinian customers. In addition to offering real-time tracking of the soccer team’s return, the campaign also got fans talking about the brand itself. Hashtags containing “PedidosYa” went viral on Twitter, even surpassing “#LioMessi” by 32%. The delivery service claims to have reached over half the country, and all without spending a single dollar on media investment. Cannes Lions coverage Follow our live blog here Sign up here for email updates See all of the Grand Prix winners here Gold winners Two campaigns won Gold Lions in Mobile: Silver winners Three campaigns won Silver Lions in Mobile: Bronze winners Six campaigns won Bronze Lions in Mobile:

Delivery app Pedidos Ya wins Mobile Grand Prix for World Cup play

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