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Cannes Lions 2015: The truly useful trends

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Matt Bell, Head of Digital Strategy at MEC UK, gathers inspiration from outside the big 'hero' wins of Cannes Lions and asks marketers and agencies some key questions that are raised by the trends….

Veröffentlicht in: Marketing
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Cannes Lions 2015: The truly useful trends

  1. 1. Matt Bell – Head of Digital Strategy, MEC : @_Mbell_ Inspiration from Cannes 2015 15 out of 3,700 – and what we can learn
  2. 2. The value of Cannes had more debate than ever… “I’ve never met anyone who has seen a vending machine reward them for laughing, I’ve never walked through a door marked ugly, got a Coke from a drone, or been offered a crisp packet with my face on.” ARTICLE LINK “According to a recent IPA reportcreatively awarded work sells 12 times more than non- awarded creative work. It’s the phenomenal rise of social media. You either involve and engage with creativity, big storytelling and provide an immersive user experience, or you go the way of the dodo.” ARTICLE LINK Tham Khai Meng, Worldwide CCO, Ogilvy & Mather Tom Goodwin: Senior VP of strategy and innovation ; Havas Media
  3. 3. What is niche today will be normal ‘tomorrow’. Cannes allows us a chance to reflect on this as an industry whilst encouraging bravery to build and sell new stories – without which advertising will struggle… The tech companies are taking over Cannes It is an opportunity to get the most like minded people together to discuss, debate and progress key tech challenges and client opportunities My opinion? Cannes helps push the industry forward ACCESSIBLE AD TECH RAISING THE CREATIVE BAR
  4. 4. Some big winners this year Grand prix: creative effectiveness Volvo: live test series Grand prix: glass lions P&G: touche the pickle Grand prix: mobile Google cardboard Grand prix: for good Als ice bucket Grand prix: outdoor Iphone world gallery Titanium Samsung safety truck VOLVO TRUCKS FORSMAN & BODENFORDS ALS ASSOCIATION ALS ASSOCIATION P&G INDIA BBDO INDIA GOOGLE GOOGLE APPLE TBWA/ MEDIA ARTS LAB SAMSUNG LEO BURNETT ARGENTINA
  5. 5. A few surprises? » There were no Grand Prix gongs awarded in either the Branded Content & Entertainment or Creative Data categories » Where were the messenger app ideas? » Augmented Reality makes an entrance » Where were the World Cup winners? » Adidas #allin – Shortlist » McDonalds FryFutbol – Shortlist (LINK) » A quieter (than usual) showing from Coca Cola, Unilever and McDonalds » General sentiment that there were less focus on the awards themselves (Creative Review) » Maybe because no sure fire winners this year » Maybe because there is category overkill…
  6. 6. There were broad trends in the longtail of winners 1. Technology as an ‘interceptor’ 2. The power of building for short form moments 3. Brands being useful 4. Finding the good in social 5. The data value exchange 6. More than ever, communications doesn’t need to be an ‘advertisement’
  7. 7. Click the image on each page to link to the video case study
  8. 8. There were broad trends in the longtail of winners 1. Technology as an ‘interceptor’ 2. The power of building for short form moments 3. Brands being useful 4. Finding the good in social 5. The data value exchange 6. More than ever, communications doesn’t need to be an ‘advertisement’
  9. 9. GRAND PRIX: DIRECT VOLVO GREY NY
  10. 10. Technology as an interceptor Key questions for brands: How can you use technology to neutralise or even hijack your competitors spend? i.e. Syncing your digital display against their tv How can you use location to intercept a behaviour (or store visit/action)?
  11. 11. There were broad trends in the longtail of winners 1. Technology as an ‘interceptor’ 2. The power of building for short form moments 3. Brands being useful 4. Finding the good in social 5. The data value exchange 6. More than ever, communications doesn’t need to be an ‘advertisement’
  12. 12. GRAND PRIX: FILM GEICO THE MARTIN AGENCY
  13. 13. SILVER: INNOVATION NETFLIX OGILVY PARIS
  14. 14. GOLD: MOBILE EA SPORTS GROW
  15. 15. The power of building for short form moments What’s your ‘thumb stopping, sound off’ message in a social world? What moments are important for your audience? Key questions for brands:
  16. 16. There were broad trends in the longtail of winners 1. Technology as an ‘interceptor’ 2. The power of building for short form moments 3. Brands being useful 4. Finding the good in social 5. The data value exchange 6. More than ever, communications doesn’t need to be an ‘advertisement’
  17. 17. GRAND PRIX: TITANIUM AND INTEGRATED DOMINOS CP+B
  18. 18. SHORTLISTED SKY ISOBAR BRAZIL
  19. 19. SILVER: CYBER VOLKSWAGEN COLENSO BBDO
  20. 20. Brands being useful Key questions for brands: Whats your approach for integrating into existing ‘useful’ platforms? How do you make peoples lives easier? How are you always on?
  21. 21. There were broad trends in the longtail of winners 1. Technology as an ‘interceptor’ 2. The power of building for short form moments 3. Brands being useful 4. Finding the good in social 5. The data value exchange 6. More than ever, communications doesn’t need to be an ‘advertisement’
  22. 22. GRAND PRIX: CYBER UNDER ARMOUR DROGA5
  23. 23. SILVER: CYBER AMERICAN RED CROSS BBDO NY
  24. 24. Finding the good in social Key questions for brands: How can social conversations fuel your content approach? People share because they want to be seen as a thought leader – how do you tap into those behaviours?
  25. 25. There were broad trends in the longtail of winners 1. Technology as an ‘interceptor’ 2. The power of building for short form moments 3. Brands being useful 4. Finding the good in social 5. The data value exchange 6. More than ever, communications doesn’t need to be an ‘advertisement’
  26. 26. GOLD: MEDIA 3M BBDO RUSSIA
  27. 27. SHORTLISTED IKEA CANADA JUNGLE MEDIA
  28. 28. SHORTLISTED UKTV PHD ROCKET
  29. 29. The data value exchange Key questions for brands: How will you reference the data you are using to tailor your messaging? Personalised shouldn’t mean creepy – what will be your take on personalisation?
  30. 30. There were broad trends in the longtail of winners 1. Technology as an ‘interceptor’ 2. The power of building for short form moments 3. Brands being useful 4. Finding the good in social 5. The data value exchange 6. More than ever, communications doesn’t need to be an ‘advertisement’
  31. 31. GRAND PRIX: DESIGN VOLVO UK GREY LONDON
  32. 32. GOLD: PROMO AND ACTIVATION BDF NIVEA BRAZIL FCB BRAZIL
  33. 33. GRAND PRIX: MEDIA VODAFONE Y&R TEAM RED ISTANBUL
  34. 34. More than ever, communications doesn’t need to be an ‘advertisement Key questions for brands: Although built around ‘stunts’ with typically small reach, they add high earned impressions and create perception of innovation – how brave will you be in defining what your ‘advertising’ looks like?
  35. 35. Inspiration from Cannes 2014 Click image to link

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