In the middle of the celebrations of the World Cup winning, PedidosYa sent to half of the country a “fake” delivery notification 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. The map inside the app that usually tracks the order, showed in real time the flight that brought the World Cup Trophy from Qatar.
Argentina's fervent passion for football reached new heights as Lionel Messi, after enduring numerous lost finals over 36 years, finally clinched the World Cup victory. Breaking a spell that had loomed over the nation for more than three decades, Argentina erupted in unprecedented jubilation. Amidst the euphoria, one question consumed the minds of the people: When would the coveted trophy arrive in the country, igniting nationwide celebrations?
Strategy
Amidst a frenzy of brands vying for relevance amidst the national team's success, we honed in on the prevailing anxiety among Argentinians. Detecting a surge in interest regarding the World Cup's arrival following Argentina's championship victory, we opted out of costly media strategies. Instead, we leveraged our own platform to directly engage with over half of the country's population, capitalizing on the collective anticipation and excitement.
Idea
Amidst the euphoria of Argentina's World Cup victory, PedidosYa orchestrated a clever stunt by sending a "fake" delivery notification to half of the country's population. The message, stating "Your order is on the way," sparked panic among millions, fearing a hacking or scam. However, upon opening the notification, their distress swiftly turned to delight. Instead of leading to a typical order tracking map, it directed users to real-time data tracking the flight carrying the champions and the World Cup Trophy from Qatar to Argentina. Through their phones, users could now follow the journey of their heroes and the coveted trophy as it made its way to Argentinian soil.
Execution
Following Argentina's historic World Cup victory, we swiftly sprung into action. Utilizing a no-code system coupled with AI technology, we seamlessly integrated Google Maps and Flight Aware APIs into the PedidosYa ecosystem. This innovative approach allowed us to track the flight carrying the champions and the World Cup Trophy in real-time. As the airplane departed from Qatar, all PedidosYa users received a notification on their phones, stating "Your order is on the way." Upon opening the notification, users were directed to the PedidosYa app, where they could visually track the journey of the World Cup trophy alongside the players, replacing the usual order tracking with a captivating real-time experience.
Results
Over the course of the 30+ hour journey to deliver the World Cup from Qatar to Argentina, PedidosYa effectively captured the nation's attention, achieving unparalleled brand visibility. As Argentina's national team and Messi basked in their greatest glory, PedidosYa surpassed them both in mentions, emerging as the #1 trending topic. With a reach exceeding 25 million, reaching over half the country's population, PedidosYa's campaign became the most viral World Cup brand action, achieved entirely without any 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