A clever way of enticing hard-to-reach Gen Z helped Chep Network’s “Flipvertising” for Samsung Australia win the Social and Influencer Grand Prix at the Cannes Lions International Festival of Creativity on Wednesday.

In an effort to up Gen Z engagement, Samsung Australia hosted a giveaway for its Galaxy Z Flip4 phone, sending participants on an algorithmic scavenger hunt across Google and YouTube.

The idea was that while the younger generation may be ad-averse, the tech company engaged internet-savvy consumers by having them repeatedly search keywords and phrases related to the device. This would train the user’s Google algorithm to serve them special messaging in their search results with clues for what to search next. It also engaged participants with content creators in the Samsung ecosystem as seachers watched unboxings, reviews and other videos featuring the phone.

Correct searches would send participants to secret YouTube ads, the last of which instructed them on how to input a special code to redeem the free phone. The first user each day for 10 days was rewarded with the phone.

In all, 12 people won Galaxy Z Flip4 devices—the 10 algorithm sleuths as well as two raffle winners. According to a case study from the BBDO agency, “Flipvertising” delivered a 133% lift in search volume, the highest in the Z Flip device’s history, and a 34% increase in sales for the phone.

Gold winners

Eight other campaigns won Gold Lions in Social and Influencer, each from international entrants. They were:

• “Nxt Lvl” for Bank of Montreal by FCB Toronto
• “World Cup Delivery” for Pedidos Ya by Gut Buenos Aires
• “Oreo Cheat Cookies” for Mondelēz Europe by Saatchi & Saatchi Dusseldorf
• “Who—A Thread Movie” for Prime Video by Herezie Paris
• “The Cost of Beauty” for Dove by Ogilvy London and Ogilvy Toronto
• “Cashback for Your Jersey’s Back” for Flash by FCB Brasil Sao Paulo
• “#Optink” for Junge Helden E.V. by McCann Paris
• “Bill It To Bezos” for Jane/Finch Community Center by Angry Butterfly Toronto