KISS is the title of this year’s Soirée des Belges. As that party is on Friday night, I can’t tell anything cheesy about that yet. For now, I’ll stick to KISS as ’marketers favourite way of keeping things short and simple’. The cases I like most in Cannes (and in communication in general) are the ones that start from a simple but clever idea. The strange thing is: those simple ideas are the hardest ones to find. Keeping things short and simple isn’t simple.
I’ve seen many KISS cases on the festival today. This mailing for the Swedish Post didn’t win an award, but is so simple I like it. The mailing introduced a new segmentation tool from the Swedish Post. To show how it works, a personalized letter was sent to prospects. The letter contained the name, age, birthday, school, address and car of the prospect. The results of the campaign were great, but this case couldn’t convince the jury. I guess that’s not so much of a problem for agency Fan Club. I’m sure they can buy a DIY Golden Lion in Ikea, another champion of KISS!