Background
Every year, The Leo Burnett Group Thailand has held an event called “Leo Burnett Cannes Predictions”. It’s our traditional annual event that offers an opportunity to see the most prestigious submitted ads from Cannes contender lists and to make a prediction. This year was no different yet interestingly; we offered a new compelling interactive experience to our prospective guests by challenging them before the event.
Mission
We sent a brave invitation to our awaited guests that had a challenging test; any participants who completed the mission were able to attend the “Leo Burnett Cannes Prediction 2014” event. The first EDM was to challenge whether they were brave enough to join the mission or not. Once they registered, they got a second EDM a few days later. The mail assigned them on a TOP SECRET MISSION. The mission required them to scan the contents and make a precise decision, in order to ‘hack’ the enemy’s database and destroy their territory.
Results
Over 2,500 join the mission in 1 week,
Over 2,500 join the mission in 1 week,
82% passed the test whilst 18% failed the test miserably.
72% of participants came to the event from our online recruitment initiatives.
Online registrations grew by 6 times from last year.
Thank you.
