12 Trends from Cannes 2011

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Our analysis of the key trends emerging from the Cannes 2011 Cyber Lions. From Social TV to the rise of HTML 5 to the impact of collaborative storytelling, our view of the trends shaping the best work …

Our analysis of the key trends emerging from the Cannes 2011 Cyber Lions. From Social TV to the rise of HTML 5 to the impact of collaborative storytelling, our view of the trends shaping the best work and likely to impact 2012's winners.

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  • Great presentation. If you have a pdf available please sent to jeroen@bilbaodesignacademy.com

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  • The presentation is really good. Thank you for the slide.
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  • I know is a little late to post a comment about this document but this let you know open your eyes to a new world, digitaly to be precise.
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  • Really great presentation. Good case studies and the best part is that it's so easy to digest (as a lot of people commented before me). Any chance I could get a copy as well? I'm Digital director at JWT Peru.
    my e-mail is: andrea.garciafry@jwt.com

    Thank you!!
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  • Really nice easy to digest summation. Interesting to see older trends reemerge differently.
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Transcript

  • 1. 12 TRENDS FROM CANNES 2011
  • 2. 1. SOCIAL TV BRAND BOWL BY MULLEN86% OF US MOBILE WEB USERS WATCH TV WITH THEIR DEVICES IN HAND 40% ARE USING THEM FOR SOCIAL NETWORKING Source: Nielsen/Yahoo via Edward Boches
  • 3. 1. SOCIAL TVTHE REBIRTH OF LINEAR TV? “What we’re seeing now is that Twitter is, in fact, about flocking audiences back to a shared experience, and that usually means a live one” Chloe Sladden, twitter MTV VMA Awards Twitalyser
  • 4. 1. SOCIAL TV: OLD SPICE GUY 40 MILLON VIDEO VIEWS 1.4 BILLION CAMPAIGN IMPRESSIONS CYBER LION GRAND PRIX
  • 5. 2. DIGITAL STORYTELLING“Think of the article not as the goal of journalism but as a value added luxury or as a by product of the process” Jeff Jarvis “The primary shift is one of thinking of the book as a process rather than an artifact” Kevin Kelly
  • 6. 2. DIGITAL STORYTELLING: SOCIAL STORIESCROWD-CREATED STORIES SOCIAL STORIES
  • 7. 2. DIGITAL STORYTELLING: BRANDS AS PUBLISHERS“In the age of conversational media, brands must become publishers... ...Publishing means connecting a communitythrough the art and science of communication.” John Battelle, Federated Media, spoke on this theme at the festival
  • 8. 3. HTML 5 AND THE RISE OF WEB APPSFACEBOOK’S RUMOURED HTML 5 STORE HTML 5 MAGAZINES OPEN SOURCE, CROSS PLATFORM WEB LANGUAGE DELIVERING APP-LIKE EXPERIENCES IN BROWSER
  • 9. HERO-ED IN GOOGLE’S GROUND-BREAKING CHROME EXPERIMENTS CYBER LION GRAND PRIX THE NEXT GENERATION....
  • 10. 4. COLLABORATION & CO-CREATION “The three Cs of modern creativity: Community, Crowd-sourcing and Collaboration” John Wilkins, Naked Communications & Stuart Wells, Nokia
  • 11. SNEAKERPEDIA FOOTLOCKER PROJECT DESIGNED TO CROWD-SOURCE AN ARCHIVE OF RARE & LIMITED EDITION TRAINERS LAUNCHED IN PRIVATE BETA TO BUILD KUDOS & DESIRE TO PARTICIPATE IN BETA, REACHED 6.7 M FANS & GENERATED $1M OF FREE PRESS
  • 12. 5. THE POWER OF REAL TIMEBUDWEISER IRELAND: DYNAMIC PRICING LINKED TO TEMPERATURE INCREASES BRONZE LION-PROMOTION & ACTIVATION
  • 13. 5. THE POWER OF REAL TIMEUNIQLO: DYNAMIC PRICING LINKED TO VOLUME OF TWEETS
  • 14. 6. THE RISE OF SOCIAL BUSINESS “Last year, business analysts Frost & Sullivan predicted that 5.5 million Europeans will be part of a car sharing scheme in 2016,....this will give Europe some 77, 000 shared vehicles.It’s no surprise then, that automakers are moving quickly to ensure that they have some control over such a booming industry” The Independent, 13/05/2011
  • 15. ASOS MARKETPLACE-DEMOCRATISING DISTRIBUTION USERS TAKE PICTURES OF CLOTHES THEY WANT TO SELL THEIR OWN DESIGNS/ VINTAGE/SECOND HAND UPLOAD & PRICE THE OUTFITS THEY CAN THEN SELL THEM (WITH A 10% FEE TO ASOS)
  • 16. 7. DESIGNING FOR NETWORKS &UNDERSTANDING SOCIAL SPREAD PROJECT CASCADE BY THE NEW YORK TIMES- VISUALISING HOW A STORY SPREADS IN A NETWORK
  • 17. THE IMPORTANCE OF SOCIAL SPREAD WHAT PROMPTS USERS TO WATCH VIDEO ON-LINE: 28.2% OF CONSUMERS WATCHED ON-LINE VIDEO ON A FRIENDS’ !"#$%$"&($)* RECOMMENDATION "+(,*&("(*"&-./0*&1 !&$*+2&*-3##*+2*2 /0"%$)13!2*($4+ 17% CONSUMED NEWS &*-*+)%15&320-*2 ARTICLES ON FRIENDS’ RECOMMENDATION Source: Global Web Index 2011
  • 18. PAY WITH A TWEET- (LITERALLY) SOCIAL CURRENCY DEVELOPED TO LAUNCH A BOOK BY R/GA CDs CHRISTIAN BEHRENDT & LEIF ABRAHAM OVER 13,000 BOOK DOWNLOADS IN THE FIRST 24 HOURS EXTENDED AS A PAYMENT MECHANIC OPEN TO OTHER ARTISTS, WRITERS, CHARITIES & CELEBRITIES +10,000 “PAY WITH A TWEET” BUTTONS INSTALLED TO DATE LEADING TO 400,000 “PURCHASES”CYBER LION GRAND PRIX
  • 19. 8. SEAMLESS INTEGRATION ACROSS DEVICES 46% OF AMERICANS GET NEWS FROM 4-6 CHANNELS OVER COURSE OF A DAY 59% GET NEWS FROM A COMBINATION OF ON AND OFF-LINE SOURCES Source: Pew Research
  • 20. 8. SEAMLESS INTEGRATION ACROSS DEVICES
  • 21. “AUGMENTED” TELEVISION AND FILM APPS THAT SYNCH WITHTELEVISION PROGRAMMING HONDA “JAZZ” COMMERCIAL WHERE USERS CAN “CATCH” CHARACTERS FROM THE TVC WITH AN iPHONE APP
  • 22. 9. THE POWER OF THE TANGIBLE/ CREATING SOCIAL OBJECTS FAUX AMERICAN-ISATIONREPACKAGING BABY CARROTS OF A NATIONAL CHOCOLATE BRAND AS JUNK FOOD TO RECONNECT WITH “REACTIVE PATRIOTISM” 2 GRAND PRIXES-PROMOTION & ACTIVATION/DIRECT
  • 23. 10. THE RISE OF THE TABLET 25 MILLION iPADS SOLD TO DATE c. 82 ANDROID TABLETS PRESENT AT CES IN VEGAS 1/3 OF ADULTS CONSIDERING BUYING A TABLET IN THE NEXT 2/3 YEARS
  • 24. A COMPLETELY NEW KIND OF ON-LINE EXPERIENCE LEAN FORWARD LEAN BACK “The iPad has a low resting heart rate....build for leisure but optimise for quick sprints” Josh Clark, Author, Tapworthy
  • 25. OPPORTUNITIES TO DELIVER CONNECTED ADVERTISING -Highly interactive -Apps within apps -Configurate, customise, browse & buy -Leveraging open-Connected to rich & web standards dynamic data sets (HTML 5, -Geographic data, Javascript) social data, price & to run across any purchase data platform
  • 26. 11. GETTING CREATIVE WITH PLAYERS AND BROWSERS TIPPEX GOOGLE CHROME FAST BALL-11 MILLION VIEWS OF TEASER FILM IN -A ‘RACE” ACROSS THE INTERNET TO DRAMATISE THE FIRST 36 DAYS THE SPEED OF GOOGLE CHROME -318, 000 SHARES ON FACEBOOK -USERS PROMPTED TO SOLVE PROBLEMS USING -25.5 MILLION CHANNEL VIEWS GOOGLE MAPS, SEARCH & TRANSLATE, TWITTER AND LAST.FM ALL WITHIN THE YOUTUBE VIDEO
  • 27. 12. SOCIALLY CONNECTED OBJECTS“By year end 2012, physical sensors will create 20% of non-video internet traffic” Gartner Predictions 2009
  • 28. MERCEDES BENZ TWEET RACE REAL CARS, FUELLED BY TWEETS 30,000 ACTIVE PARTICIPANTS, 150,000 TWEETS 2 MILLION VIDEO VIEWS TWITTER REACH OF C. 25 MILLION SHORTLISTED, CYBER LION