how to use media creativity to achieve business results (cannes 2015)
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CANNES MEDIA LIONS 2015
HOW TO USEMedia Creativity to Achieve Business
Results(and win Awards)
Rori DuBoff, Global Head of Strategy, EVP, Havas Media Group
July 2015
Based upon insights from judging the 2015 Cannes Media Festival
Over 3,000 entries; less than 3% awarded
July 2015 - 2 -
2015 Key Themes: Cannes Media Lions
#1 CONSCIENTIOUS BRANDING
#2 MEDIA HIJACKING
#3 MASS PERSONALIZATION
#4 TRANSIENT MEDIA
#5 COMMERCE INTEGRATION
Results +
Creativ-ity
July 2015 - 3 -
#1 CONSCIENTIOUS BRANDING
• Aligning brand + business + societal change through media activation
• Beyond sponsorship, these meaningful brands demonstrate sustainable commitment to the cause, media + results
Winning examples: Vodafone Red Light App, P&G Like a Girl, P&G Touch the Pickle, Chevrolet TTYL
July 2015 - 4 -
#2 MEDIA HIJACKING
• Brands that succeed in capturing attention of consumers by piggybacking off the activities and media investments of other brands
• Harnessing the power of social media and trending hashtags to gain additional exposure (especially impactful during live events or news)Winning examples:
McDonalds Bluebird, New Castle Band of Brands, Adoptable Trends, Salvation Army The Dress
July 2015 - 5 -
• Data mining and programmatic media to deliver more personalized messaging and improved experiences
• Merging data with creativity to make media more relevant, targeted and effective for end users
#3 MASS PERSONALIZATION
Winning examples: Post-It Notes Banner, Germanwing’s Corridor Targeting, Coca-Cola Personalized TV, Tam Own Board Magazine
July 2015 - 6 -
• Blending technology, media and content to merge physical and virtual worlds and create easily accessible, live brand experiences
#4 TRANSIENT MEDIA
Winning examples: Holograms For Freedom, Optus Clever Buoy, Samsung Safety Truck, Xiao Zhu Breathe Again
July 2015 - 7 -
• Linking advertising directly to transactions by activating media with commerce embedded functionality, such as near-field communication, beacon technologies, Bluetooth, QR codes, mobile apps, and ecommerce
#5 COMMERCE INTEGRATION
Winning examples: Transavia Snack Holidays, Public Transport Donation Posters, Sky Deutschland Sky Screening, L’Oreal Makeup Genius
July 2015 - 8 -
1. Jump on a good cause to get benefits, without truly committing the brand
2.Showcase technology for technology
sake (i.e. VR, AR, wearable tech, drones, etc.)
3.Speak jargon such as ‘first-ever’ or ‘never done before’ or ‘broke the
internet’
4. Rely on celebrities, costly media or stunts/events without providing ROI
5.Try to fool people or create fake scenarios (especially for safety,
health, politics)
Commit to true shared media integration, aligning brand + business
+ societal change
Describe simple ideas that solve real problems through innovation
Provide clear, realistic results with sales figures included where possible
Show ‘smart stunts’ with strategy impact,
ROI, results, and potential for scale Be transparent and uphold brand integrity. Utilize humor/parody where
appropriate
DONT’s DO’s
10 tips to win media awards
July 2015 - 10 -
6.Submit to categories (such as print, audio, ooh) unless it’s the primary
channel
7.Rely solely on organic social for
‘integrated campaigns’, without paid or shared media
8. Enter similar local activations of global campaigns
9.Provide unclear description of agency
role (i.e. creative vs media vs PR or other)
10.
Limit event activations to team uniforms/t-shirts or merchandise
Focus on most important media channel for activation for category
submission
Illustrate full spectrum of owned/shared/earned/paid components for ‘integrated’
Coordinate and unify submission for global campaigns with local
activations
Clearly specify the agency role in developing work for the campaign or
project
Think experientially and socially about new and novel ways to activate
participants
DONT’s DO’s
10 tips to win media awards
July 2015 - 11 -
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How to Use Media Creativity to Achieve Business Results
(and win Awards)link to full article on Adage.com
July 2015