Dan Robins, the Australia and New Zealand head of programmatic and data at Spotify, says the Russian Facebook efforts should be entered into the 2018 Cannes Lions.
“Given the negative sentiment surrounding digital, it’s really great to see an advertiser maximising a platform’s capability to drive on- and offline goals,” Robins told Australia’s Mumbrella marketing newssheet.
“More importantly they were able to drive a real-world outcome – all for mere rubles.”
M+AD has always admired a slick, well-crafted fully integrated advertising campaign with a strong social media element, and few have been slicker than the Russian contribution to the 2016 US election.
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