Cannes Lions 2013_discussion club

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  • Celebrity and the media: instant connections, instant survey, instant feedback
  • Social Viewing
  • VIP (very individual and personalized ) devices
  • Mood directions in cars
  • … much of this work is fleeting and disposable.
    Creativity is thinking up new things; innovation is doing new things
  • Cannes Lions 2013_discussion club

    1. 1. ЭТО НЕТРЕНИНГ МОСКВА, 2013
    2. 2. THE AVERAGE PERSON HAS 140’000 DREAMS IN A LIFETIME... ADVERTISING CREATIVES HAVE ONLY ONE!
    3. 3. Главное правило фестиваля WHAT HAPPENS IN СANNES DOESN’T STAY IN CANNES
    4. 4. • КЛЮЧЕВЫЕТРЕНДЫ • ЛЮБИМЫЕ КАМПАНИИ • РОССИЯ, ВПЕРЕД! • ДАВАЙТЕ ОБСУДИМ Хотела рассказать обо всем… но вспомнила о времени
    5. 5. STORYTELLING • The world is too complicated to understand without storytelling. • Stories are the way the brain organizes itself.
    6. 6. STORYTELLING 7
    7. 7. FINDYOUR ENEMY • If there isn’t problem – how brand can be solution? • Throughout the history, art, music and design, if there is no enemy, there’s no story
    8. 8. If you want to be engaged with the world, fight for something
    9. 9. # work that matters WHAT UNITES US IS GREATERTHANTHAT DIVIDES US http://www.youtube.com/watch?v=ts_4vOUDImE
    10. 10. RESPONSIBILITY we will be looking for highly innovative ideas that have the human touch and the power to make people act MarkTutsell, Direct Lions jury president
    11. 11. SOMETIMES FAILURES ARETHE PRACTICES… SAY SORRYAND MOVE ON!
    12. 12. FROM AWARENESSTO EXPERIENCE. IT’S ALL ABOUT PARTICIPATION What we’re trying to build is a world beyond advertising that’s immersive and interesting to consumers , as opposed to being distracting. The age of online banners and buttons is over! Think less as advertisers, more as content providers From storytelling to story-whispering. Let people to turn their imagination on
    13. 13. DRIVE ENGAGEMENT, SCALEWITH MEDIA http://www.youtube.com/watch?v=j5Ftu3NbivE We live in the era of participation – people want to see their contribution
    14. 14. ALWAYS ON = NEVER-ENDING STORY Cannes Lions Grand-Prix 2012 http://www.youtube.com/watch?v=W8xMurdO4Tk
    15. 15. SOCIAL MEDIA PLATFORMS • Entirely different and spontaneous dialogue • CULTIVATE COMMUNITY • DON'T LEAVE THE CONVERSATION
    16. 16. TRANSPARENCY THE MOST SUCCESSFUL BRANDS ARETHE MOST RESPONSIVE ONE http://yourquestions.mcdonalds.ca/#/
    17. 17. HOWTO BE SUCCESSFUL IN SOCIAL MEDIA • Be creative in a most transparent way • Respect your consumers – they are intelligent and smart • Honesty is the best currency • To be social it should be socially-designed
    18. 18. REALTIME DATA PROCESSING • With social media we can quantify and demonstrate impact as never before • Big data is not only big opportunities… its increasingly big expectations from consumers. • Users will tell you what’s sucks and they will do it really fast
    19. 19. Sorry, picture is unavailable for today SCHOOL KIDS CORRECT CELEBRITY GRAMMAR MISTAKES ONTWITTER
    20. 20. 30’’ seconds spot are not dead as it talks to all senses Why be the 30 second spot when you can be the whole show? SCREENS
    21. 21. UNDERSTAND PEOPLE BEHAVIOR WITH SCREENS JWT second screen study, May 2012 http://www.slideshare.net/jwtintelligence/tv-5-8?from_search=1
    22. 22. MULTI-SENSORY PLANNING • Affective interfaces • Flue 2.0. • Seamless journey • Projected visualization • Human body is interface LEO BURNETT SEMINAR It will take around two years to get to the market More here: http://wildfirecannes.tumblr.com/page/2
    23. 23. TECHNOLOGIES it has given us so many opportunities to communicate straight to the customer and the ability to ignite and influence people’s behavior
    24. 24. GOOGLE PROJECT LOON BACK TO VINYL - THE OFFICE TURNTABLE KONTOR RECORDS
    25. 25. GOOGLE PROJECT LOON http://www.google.com/loon/
    26. 26. EMOTIONS ARE FUNDAMENTAL PART OF STORYTELLING
    27. 27. EMOTIONS DELIVER RESULT http://www.youtube.com/watch?v=08ODNMuyhYQ
    28. 28. up to 5’340’000 entries per section 30
    29. 29. INTHE ERA OF SNACKING CONTENT, STORIES HAVETO CUTTHROUGH THE JUNGLE
    30. 30. STORYTELLING IS CRUCIAL BUT NOTTHE WHOLE STORY. IT IS IMPORTANTTO BUILD SYSTEM ASWELL AS BUILD STORIES
    31. 31. http://www.youtube.com/watch?v=XpaOjMXyJGk we didn’t put a copy on YouTube and just waited for a magic … As of begging we had a strategic PR plan and smart planned paid media DON’T RELY ONLY ON BUZZ… EVEN IF GREAT IDEA
    32. 32. 11 COMPONENTS OF SUCCESS by Cannes Lions Media jury
    33. 33. http://www.youtube.com/watch?v=YTwCDj3Ui24 MelVarley: ‘… it took UGC to new level. It’s the first time I’ve seen it used do well as mainstream medium’ WHY WAIT UNTILTOO LATE
    34. 34. http://www.youtube.com/watch?v=DNjfw_waYyQ • compelling plot • unforgettable characters • social commentary • responsibility • entertaining DUMB WAYSTO DIE 5 Grand-Prix
    35. 35. http://www.youtube.com/watch?v=A9UqFGKcNWg People demand a direct reward from the time they spend with a brand.They want instant gratification, emotional engagement and new experience OREO 100TH BIRTHDAY
    36. 36. http://www.youtube.com/watch?v=4tYMMXiH_hs MY BLOOD IS RED AND BLACK/ DONATION
    37. 37. http://www.youtube.com/watch?v=35yeVwigQcc POTABLE WATER GENERATOR
    38. 38. CLEAR INSIGHT CLEVER STRATEGY IMPRESSIVE RESULTS
    39. 39. David Droga, CEO Droga 5 I’d argue there’s no other business better-suited to this challenge. After all, we are not just storytellers and communicators.We are an industry of problem-solvers and inventors.
    40. 40. NEW-COMER: INNOVATION AWARD The ideas we have awarded are not about something done in the last year that will now sit on a shelf and gather dust. You are all going to see these ideas out in society, serving on a purpose.They are only now gaining momentum.
    41. 41. MASTERCARD DISPLAY CARD GETIN NOBLE BANK TWO SCREENSARE BETTERTHAN ONE NEWTYPE OF PHONE
    42. 42. WE FORGOT ONE VERY-VERY IMPORTANTTHING….
    43. 43. “… healthy intellectual stimulating dialogue. And positive confrontation with respect”
    44. 44. MINDS ARE LIKE PARACHUTES: THEY ONLY FUNCTION WHEN OPEN
    45. 45. IMPOSSIBLE IS NOTHING
    46. 46. http://www.youtube.com/watch?v=zHIPuiIweb4 ЗАСТАВЬЧИНОВНИКОВ РАБОТАТЬ 5 Golden Lions
    47. 47. http://www.youtube.com/watch?v=UOMj6i6OC94 ANTI DOPING FORYOUNG SPORTSMEN
    48. 48. ЗАКЛЮЧЕНИЕ
    49. 49. THE ONLYWAYTO MEASURE MARKETING EFFECTIVENESS IS IF PEOPLE CARE ENOUGH TO SHARE INFORMATION
    50. 50. I have never answered questions… I tell stories

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