15 trends & microtrends you can spot from cannes lions 2013 winners
Post on 21-Oct-2014
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Looking through Cannes Lions 2013 winners you can spot some marketing trends. Here are 15 I believe are the most crucial.TRANSCRIPT
15 MARKETING TRENDS & MICROTRENDS YOU CAN SPOT FROM CANNES LIONS 2013 WINNERS
June 2013 ©jacilluch, flickr.com
#1 ACCESS PRIMARILY
Using various connected devices we expect access to the internet wherever we are. Since not all the cities are able/ willing to provide that, the marketers jump on that trend. This year in Cannes, among the others: Mattel, McDonald’s, Nawras, NIVEA.
©Ed Yourdon, flickr.com
GOLD LION, CATEGORY: MOBILE Advertiser/Client: MATTEL Product/Service: SCRABBLE Advertising Agency: OGILVY FRANCE Paris, FRANCE
Case film URL: http://www.youtube.com/watch?v=SgSma5aypMI
SILVER LION, CATEGORY: MEDIA Advertiser: NIVEA Product/Service: NIVEA SUN Agency: GIOVANNI+DRAFTFCB São Paulo, BRAZIL
Case film URL: http://www.youtube.com/watch?v=2drOFzZxSHM
BRONZE LION, CATEGORY: MEDIA Advertiser: McDONALD'S SISTEMAS DE ESPAÑA Product: McDONALD'S Advertising Agency: TBWA\ESPAÑA Madrid, SPAIN
Case film URL: http://youtu.be/pGEnvmgyABA
BRONZE LION, CATEGORY: MEDIA Advertiser: NAWRAS Product: WiFi Advertising Agency: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Case film URL: http://www.youtube.com/watch?v=S6Lgcwgz5Wg
©risayv, flickr.com
The more we are immersed in the digital world the more we seem to miss physical objects and seek out physical experiences. Awarded in Cannes Kontor Records campaign represents this digital world countertrend.
Read more: Embracing Analog report, JWT Intelligence, 2013
#2 ANALOG IS HOT
GOLD LION, CATEGORY: MEDIA Advertiser: KONTOR RECORDS Product/Service: KONTOR RECORDS Agency: OGILVYACTION Düsseldorf , GERMANY
Case film URL: http://www.youtube.com/watch?v=Xg1pzEF3HTw
#3 BIG DATA
Consumers produce and marketers collect and analyze large amounts of structured and unstructured data. Thus it is possible to identify the user based on his various features and to provide him the product/ the information tailored to his interests. Examples in Cannes: Amnesty International, Ribeiro, McDonald’s
Read more: Big data & Privacy, TrendBook 2013
©joiseyshowaa, flickr.com
GOLD LION, CATEGORY: DIRECT Advertiser: AMNESTY INTERNATIONAL Product/Service: AMNESTY INTERNATIONAL Agency: COLENSO BBDO Auckland, NEW ZEALAND
Case film URL: http://www.youtube.com/watch?v=mXRvgwzWoSI
GOLD LION, CATEGORY: DIRECT Advertiser: RIBEIRO Product/Service: MINICUOTAS RIBEIRO Agency: ALMACEN Olivos, ARGENTINA
Case film URL: http://www.youtube.com/watch?v=N5vEYifsd7U
GOLD LION, CATEGORY: MEDIA Advertiser: McDONALD'S AUSTRALIA Product/Service: CORE MENU Agency: DDB Sydney, AUSTRALIA
Case film URL: http://www.youtube.com/watch?v=5bpQFSX9NEE
„75% of smartphone users say that it is important to connect the device to their vehicle. Allowing users’ smartphones to seamlessly connect to in-car technology helps bridge the gap between device ecosystems, and helps personalize the overall automotive experience.” [via PSFK]
#4 CONNECTED CAR
©Natalia Hatalska, http://hatalska.com
SILVER LION, CATEGORY: MOBILE Advertiser: PTT Product: COFFEE SHOP Agency: BBDO PROXIMITY THAILAND Bangkok, THAILAND
Case film URL: http://www.youtube.com/watch?v=Un5J15ilGlw
With an advent of technologies such as PittPatt, Google Glass and many others, facial recognition takes on new meaning. While everyobody talks about panoptic surveillance, it can have good results as well.
#5 FACIAL RECOGNITION
GOLD LION, CATEGORY: MOBILE Advertiser: BAOBEIHUIJIA.COM - 'BABY BACK HOME' VOLUNTEERS ASSOCIATION Product: MISSING CHILDREN MOBILE SEARCH APPLICATION Agency: :JWT BEIJING, CHINA
Case film URL: http://www.youtube.com/watch?v=uYkIGOBK7DQ
„We need to be very careful about not assuming that just because you're not a twenty-something means you don't use technology. The reality is most cohorts that have gotten older are exposed to a lot of new technologies and have carried some of that desire to be involved in technology with them as they moved forward.” Genevieve Bell, Intel
Read more: There are some things that we care about that haven't changed over the millennia, interview with Genevieve Bell, TrendBook 2013
#6 GREY REVOLUTION
©Ed Yourdon, flickr.com
BRONZE LION, CATEGORY: MOBILE Advertiser: SINGTEL Product: PROJECT SILVERLINE, A CSR INITIATIVE Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Case film URL: http://www.youtube.com/watch?v=NthqImRXS-Y
The smartphone you have in your pocket has lots of different sensors, including GPS, giroscope, compass, and many others. In a result it knows your location, your position and what you do. That’s enough for a marketer to give you an offer based on your location.
#7 LOCATION AS A NEW CONTEXT
©Irish Typepad, flickr.com
BRONZE LION, CATEGORY: MOBILE Advertiser: SUNSHINE CITY CORPORATION Product: SUNSHINE AQUARIUM Agency: HAKUHODO Tokyo, JAPAN
Case film URL: http://www.youtube.com/watch?v=IK4-zPD_25U
BRONZE LION, CATEGORY: MEDIA Advertiser: DOMINO'S PIZZA Product/Service: PIZZA Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Case film URL: http://youtu.be/3eYmkg8I5hc
The trend LOCAL IDEALIZED is getting stronger and stronger for several years already. Based on the glorification of the locality - products derived from the neighborhood, from my area, with a particular region, native. Fuelled by the local patriotism, a desire to seek roots and nostalgia.
#8 LOCAL IDEALIZED, LOCAL LOCO
©Ed Yourdon, flickr.com
GOLD LION, CATEGORY: DIRECT Advertiser: KBC Product/Service: KBC ENTREPRENEURS Agency: TBWA\BELGIUM Brussels, BELGIUM
Case film URL: http://www.youtube.com/watch?v=U76EIiTW_LE
Living in a nano-second culture, pressed for time we - as a Lazy Generation - consume, produce and distribute micro-content (that’s why rising popularity of Vine, Snapchat and so on).
Read more: PubliSeek.
#9 MICROCONTENT
©anotherlunch.com, flickr.com
GOLD LION, CATEGORY: DIRECT Advertiser: SKY Product/Service: SKY Agency: SERVICEPLAN Munich, GERMANY
Living our social lives, having profiles in different social media sites we build very different images of ourselves. We start asking questions – who we really are? As John McHale (SapientNitro) said: „It is no longer about making ourselves happy but taking care of what other people think about us.”
Read more: Today people are living their lives via screens, interview with John McHale and Chris Cobb, Creative Directors at Sapient Nitro,
TrendBook 2013
#10 PROBLEM OF IDENTITY
©visualpanic, flickr.com
GRAND PRIX, CATEGORY: BRANDED CONTENT & ENTERTAINMENT Advertiser: INTEL + TOSHIBA Product: TOSHIBA LAPTOP WITH INTEL INSIDE Entrant PEREIRA & O'DELL San Francisco, USA
Case film URL: https://www.youtube.com/watch?v=G-4Wg7FIe70
In the recession economy simply beeing good is a rising trend. It started with banking and insurance companies who failed our trust, but now it is spreading also on the other categories. And if this is a crisis and the related consumer expectations forced the market to undertake this type of action, I do not mind that the crisis lasted for a while. In effect, when it’s over, we will live in a better world. I hope!
Read more: trendwatching.com
#11 RANDOM ACTS OF KINDNESS
©Ed Yourdon, flickr.com
GRAND PRIX, CATEGORY: MEDIA Advertiser: FUNERAL INSURANCE COMPANY DELA Product/Service: DELA BRAND Agency: OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
Case film URL: http://www.youtube.com/watch?v=BHJvuwZdlZ4
GRAND PRIX, CATEGORY: MOBILE Advertiser: SMART COMMUNICATIONS Product: SMART PUBLIC AFFAIRS Agency: DDB DM9JAYMESYFU Makati City, THE PHILIPPINES
Case film URL: http://www.youtube.com/watch?v=7bUGXqhrVrw
GRAND PRIX, CATEGORY: PROMO&ACTIVATION Advertiser: SPORT CLUB RECIFE Product/Service: FOOTBALL CLUB Agency: OGILVY BRASIL São Paulo, BRAZIL
Case film URL: http://www.youtube.com/watch?v=7xXTsqEZYFw
GOLD LION, CATEGORY: DIRECT Advertiser: HEMOBA / ESPORTE CLUBE VITÓRIA Product/Service: FOOTBALL TEAM Agency: LEO BURNETT TAILOR MADE São Paulo, BRAZIL
Case film URL: http://www.youtube.com/watch?v=V8pEyFmSleI
GOLD, CATEGORY: MOBILE Advertiser: REBORN Product: ORGAN DONATION FOUNDATION Agency: DUVAL GUILLAUME MODEM Antwerp, BELGIUM
Case film URL: http://www.youtube.com/watch?v=DcTxt_8dZ1E
Authentic marketing communication delivered at the right time with the message linked to other popular stimuli appears to be something that consumers really want/ perceive well.
Read more: Golin Harris, Designing for Real-Time Marketing, SXSW 2013
#12 REAL TIME MARKETING
©Bely Medved, flickr.com
GRAND PRIX, CATEGORY: CYBER Advertiser: MONDELEZ INTERNATIONAL Product/Service: OREO Agency: DRAFTFCB New York, USA
Case film URL: http://www.youtube.com/watch?v=j7wFQLRsMYQ
GOLD LION, CATEGORY: MEDIA Advertiser: KIMBERLY CLARK Product/Service: KLEENEX Agency: MINDSHARE WW London, UNITED KINGDOM
Case film URL: http://www.youtube.com/watch?v=OacFkobQYXo
SILVER LION, CATEGORY: DIRECT Advertiser: KRAFT FOOD Inc. Product/Service: Oreo Agency: 360i, New York
Case film URL: http://www.youtube.com/watch?v=79wEsmHrw8w
SILVER LION, CATEGORY: MEDIA Advertiser: MERCEDES-BENZ Product/Service: A-CLASS Agency: MAXUS GLOBAL, UNITED KINGDOM
Case film URL: http://www.youtube.com/watch?v=M2nZXRoVTPw
Crowdsourcing and so many mobile devices have an incredible power. Especially when put together.
#13 SOCIAL MEDIA FOR A GOOD CAUSE
©photos by blperk, flickr.com
GOLD LION, CATEGORY: DIRECT Advertiser: STARHUB MOBILE Product/Service: MOBILE BRANDING Agency: DDB GROUP SINGAPORE, SINGAPORE
Case film URL: http://www.youtube.com/watch?v=gbTQb1Hdp6U
SILVER LION, CATEGORY: MOBILE Advertiser: MISSING CHILDREN SOCIETY OF CANADA Product: CHILD SAFETY & INVESTIGATION Agency: GREY GROUP CANADA Toronto, CANADA
Case film URL: http://www.youtube.com/watch?feature=player_embedded&v=Kc2SnAEVEYE
SILVER LION, CATEGORY: MOBILE Advertiser: CIVIL RIGHTS DEFENDERS Product: GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISK Agency: RBK COMMUNICATION Stockholm, SWEDEN
Case film URL: http://www.youtube.com/watch?v=pwHm2nbwqis&feature=youtu.be
There must be something in music. Every year campaigns using specially produced music singles are the
most awarded in Cannes. Just compare last year Banco Popular (Grand Prix in PR) and this year’s Dumb ways
to Die (5 Grand Prix!). And there’s even more!
#14 THANK YOU FOR THE MUSIC!
©Haags Uitburo, flickr.com
GRAND PRIX, CATEGORY: DIRECT, FILM PR, RADIO, INTEGRATED Advertiser: METRO TRAINS Product/Service: METRO TRAINS Agency: McCANN MELBOURNE, AUSTRALIA
Case film URL: http://www.youtube.com/watch?v=IxZ_ZznO2ek
GOLD LION, CATEGORY: CYBER Advertiser: LINCOLN MOTOR COMPANY Product: LINCOLN MKZ Agency: HUDSON ROUGE New York, USA
See more: http://www.hello-again.com/beck360/main/beck360.html
GOLD LION, CATEGORY: MOBILE Advertiser: DOREMIR Product: SCORECLEANER NOTES Agency: MOBIENTO Stockholm, SWEDEN
Case film URL: http://vimeo.com/62860276
SILVER LION, CATEGORY: CYBER Advertiser: OLD SPICE Product: DANGER ZONE Agency: WIEDEN+KENNEDY Portland, USA
Case film URL: http://walkinstupid.com/pr/campaign/muscle_music
SILVER LION, CATEGORY: MOBILE Advertiser: MASTERCARD Product: MASTERCARD MIYAMO Agency: R/GA New York, USA
Case film URL: http://www.youtube.com/watch?v=o7ewYwflXDY
Case film URL: http://www.youtube.com/watch?v=On-Y8fTrDKA SILVER LION, CATEGORY: CYBER Advertiser: PHILIPS Product: PHILIPS LIFESTYLE ENTERTAINMENT Agency: DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
New vending machines are much more prevalent now. They dispense just about anything (including pizza, seafood, underwear). But what’s even more interesting, thanks to hi-tech features they engage the consumer in a physical contact and provide interactve buing experiences. Read more: Humanisation of machines, TrendBook 2013
#15 VENDING 3.0
©m-louis, flickr.com
Case film URL: https://www.youtube.com/watch?v=ts_4vOUDImE GOLD LION, CATEGORY: DIRECT Advertiser: COCA-COLA Product/Service: COCA-COLA Agency: LEO BURNETT SYDNEY, AUSTRALIA
If you want to read more about marketing trends for the next year check out TrendBook2013 report on my blog: http://hatalska.com/trendbook-2013-en/ or on SlideShare: http://www.slideshare.net/nhatalska/5-crucial-internet-trends-for-the-next-year-report ©Rick E Dick, flickr.com