Chipotle and GALE have won Gold in the Data-Driven Targeting category for its “Doppelganger” campaign at the 2023 Cannes Lions International Festival of Creativity. The annual festival honors the most prestigious work in advertising and celebrates creativity, effectiveness and innovation in the global advertising, marketing and communication industries.
The Data-Driven Targeting category demonstrates the interpretation and analysis of the data used to build targeted communication for a specific audience, including hyper-targeting, precision targeting, audience mapping and targeting segmentation.
Created by GALE, the “Doppelganger" email activation scanned data from millions of daily transactions to trigger a personalized email to pairs of people who order the same thing; at the same time in different cities. The emails quickly became the talk of TikTok. In the first six weeks of the campaign, over 466K emails were sent and click rates were 176% above the benchmark, generating $4.8m in incremental revenue in the first six weeks.
“We are proud to see Chipotle and GALE recognized with a Creative Data Gold Lion for Doppelganger,” says GALE Chief Brand & Experience Officer, Winston Binch. “Data underpins much of modern life. From the mundane to the AI revolution. But it can also be used to create fun and surprising brand experiences that have an outsized business impact. We're grateful to have partners like Chipotle who push for innovation and recognize both the revenue-driving and creative potential of data-driven marketing."
“It is an honor to have Chipotle’s “Doppelganger” campaign recognized on such a prestigious stage alongside the most innovative creative in the world. In partnership with GALE, we are on a relentless pursuit to deliver our Rewards members a strong value proposition and personalized content that pushes the boundaries of loyalty and CRM,” Chipotle Senior Director of Loyalty and CRM Jason Scoggins.
Doppleganger is the result of a long-standing partnership between GALE and Chipotle that saw the overhaul of the Chipotle Rewards Program, resulting in its rapid growth from 8m to 33m since 2020.