iFood made money three prizes
in the edition of Cannes Lion International Festival of Creativity 2024,
In the 2024 edition of Cannes Lion International Festival of Creativity, the most important recognition in the world in the area of advertising, which selects works of excellence in creative communication and marketing.
The company brought the Brazilian team the Golden Lion from the International Festival of Creativity, one silver and one bronze. In addition to iFood, three other Brazilians received a Golden Lion this year — in total, the country received 92 awards, behind only the United States and the United Kingdom.
The gold went to the “Audience Delivery” campaign (carried out by DM9), in the Creative Commerce category, which also won the Silver Lion in the Entertainment Lions for Sport category. The same campaign was also awarded the Silver Lion in the Entertainment Lions for Sport category and the Bronze Lion in the Direct category.
“This recognition raises the prestige of the iFood brand globally and motivates our team to continue innovating and seeking creative ways to engage our audience”, adds the executive.
iFood innovates with live broadcast on the app
In partnership with Cazé TV and McDonald's, iFood was the first delivery app to broadcast live games to your customers, free of charge. It was also the first time that the platform broadcast a sporting event live.
iFood had already formed a partnership sponsoring Cazé TV in the men’s world cup of football, in 2022. But he decided to take it a step further in 2023. “We identified the data that more than 90% of Brazilians watched the men's games, but only 25% planned to watch the women's games. In the Marketing area we have a team of female leaders and we thought about how we could make a difference in this scenario using technology and innovation”, says Mairá Mendonça, head iFood marketing department.
That's where the idea was born of, for the first time in iFood's history, doing a live broadcast on the app itself to increase the audience for the World Cup matches. “By broadcasting the Women's World Cup games through our app, we innovated by integrating sports content into the iFood digital environment, promoting the appreciation of women's sports”, says Ana Gabriela.
For her, this strategy not only offered users a new way to experience sporting events, but also strengthened iFood's position as an innovative brand, which transcends food delivery by engaging with relevant content and providing unique experiences.
“Audience Delivery was an incredible and pioneering partnership between iFood and CazéTV to broadcast the Women's World Cup within the app”, says Icaro Doria, co-president of DM9. “This generated high engagement and a fantastic audience for the games and also gave a boost to the marketplace, especially in breakfast orders, as the competition games took place in the morning.
