CANNES, France–Jet.com came onto the scene in 2014 as an e-commerce company hoping to take on major brands including Walmart and Amazon. In just a few years, the brand transitioned into a $3.3 billion company, in part, according to the Media jury at Cannes Lions this year, due to the great media strategy behind its creative work.
Today, R/GA took home a Grand Prix in Media for its work on the “Innovating Saving” campaign for Jet.com. The campaign spans TV, digital and social media.
“What we looked for in terms of this year was work that had an element of data to it, which you see in the Grand Prix winner and is reflected in some of the golds that won as well. Work that brought together data, creativity, results and media—there was a lot of emphasis on that this year,” said jury president Mike Cooper, the worldwide CEO at PHD.
Back in February, R/GA released a Super Bowl campaign for Jet.com, but it didn’t run during the Super Bowl and it wasn’t exactly a Super Bowl ad. The ads featured a bunch of “Super Bowls,” from ice cream bowls to decorative bowls, that could all be purchased on Jet.com.
The campaign was one of the most-watched Super Bowl ads of 2016 without the client having to dish out $4.5 million for 30 seconds of air time.
“I think the key element of this was it was a fantastic social media and search insight that enabled them to play with really big brands without making the massive kind of investment that brands do in the Super Bowl. The media demonstrates and reinforces the brand promise very successfully and helps build the business very quickly,” Cooper added.
Fearless Girl also continued to receive praise from juries across the board. The work from McCann New York took home two gold Lions in the Media category. Cooper praised the work from McCann as “a very, very powerful campaign,” and one that was in contention for the Grand Prix. However, in the end, Jet.com was the jury’s unanimous choice.