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Digital Culture For The Win - Cannes Lions 2016 Review

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How digital culture is pervading advertising creativity.

By Jeremy Masselis, strategic planner @ DigitasLBi Paris

Published in: Marketing

Digital Culture For The Win - Cannes Lions 2016 Review

  1. 1. DIGITAL CULTURE FTW* A 2016 CANNES LIONS REVIEW *For The Win
  2. 2. HOW TO WIN LIONS IN 2016? UNDERSTAND DIGITAL CULTURE > TAP INTO DIGITAL CULTURE > WIN LIONS
  3. 3. DIGITAL CULTURE IS PLAYFUL SO LET THEM PLAY
  4. 4. LET THEM PLAY Lowe’s are DIY retail specialists. Last time we’ve seen them in Cannes, they were using vines as a way to showcase DIY tips and tricks. This year, they focused on Snapchat. Using the « Story » feature the brand build a custom interactive game straight into Snapchat. By tapping in the right place, people were able to advance through a complete DIY project showcasing the different products sold by the store. The Snapchat stories got 300k views in 3 days. LOWE’S - IN A SNAP X 0 X 0 X 1 X 1
  5. 5. The Hockey Club of Davos needed a way to increase merchandise and cathering sales. So they created the « Rink Bingo ». The game allows you to bet on the rink panels you think the players will crash into during the game. You bet right, you win vouchers on food, drinks and merchandising. +34% sales on beverages, +46% on food, +128% on merchandising. LET THEM PLAY HOCKEY CLUB DAVOS - RINK BINGO X 0 X 0 X 3 X 1
  6. 6. DIGITAL CULTURE IS SPONTANEOUS SO DO IT LIVE
  7. 7. DO IT LIVE Live advertising is gonna be big really soon. This campaign for the new Tomb Raider Xbox game caught the trend before everyone else did. They put 8 people in front of a billboard, survivor style, and broadcasted it live. The spectators could throw rain, wind and snow at them using a digital platform. After a bit less than 24 hours, the last man standing won. The 2M+ viewers of the live event stayed an average of 8 minutes in front of the billboard. MICROSOFT - SURVIVAL BILLBOARD X 0 X 4 X 5 X 1
  8. 8. The Sydney Opera House is the most instagrammed icon in Australia. But only a minority of people who takes and posts pictures from outside the building ever go inside it. So the Opera House decided to catch the attention of all those lazy photographers by responding in real-time to their Instagram shots. To do so, they created live personalized videos addressed specifically to each instagrammer and inviting him/her to come have a look inside. DO IT LIVE THE SYDNEY OPERA HOUSE - #COMEONIN X 0 X 1 X 4 X 4
  9. 9. DIGITAL CULTURE IS AUTHENTIC SO MAKE IT REAL
  10. 10. To launch the new season of House of Cards, Netflix decided to turn their fictional president, Frank Underwood, into a real presidential candidate. They broacasted a presidential campaign ad during the GOP debate to hijack the conversation. They created a website for the campaign, t-shirts, pins and even build campaign headquarters for people to visit. At the end, the fictional character got almost realer than the real ones, making the launch of the season 4 of HoC the most talked about launch in Netflix history. MAKE IT REAL NETFLIX - FU 2016 X 1 GP X 2 X 2 X 1
  11. 11. Ever since Youtube was created, video on digital has always been more about amateur footage than professional stuff. And that’s why it works. People like to see the real deal : real people, real places, real action.. It’s our voyeuristic side… So when Harvey Nichols wanted to promote their reward app, they didn’t made up an elaborate list of arguments. They just showcased real CCTV footage of people stealing in their store and getting caught. So you can understand that the Harvey Nichols Reward app may be a better solution to get freebies than stealing. MAKE IT REAL HARVEY NICHOLS - SHOPLIFTERS X 1 GP X 0 X 0 X 1
  12. 12. DIGITAL CULTURE IS TAILOR-MADE SO MAKE IT PERSONAL
  13. 13. To make kids think about drinking Anchor milk when they need it the most, the brand created the x-ray casts. Kids had to upload their x-ray picture on a website to receive their personal x-ray casts showcasing their broken bones. On it they could also find a barcode to get free Anchor Millk at supermarkets, and a nice logo of the brand J. X 0 X 1 X 1 X 1 MAKE IT PERSONAL ANCHOR MILK - X-RAY CASTS
  14. 14. Using all kind of datas, Canon creates a network of digital billboards able to speak directly to photographers all around New-York and help them take better pictures depending of the context they were in. Interesting to see that you don’t have to know personally the people you’re talking to to get personal. Knowing their context or the way they behave can easily do the trick. MAKE IT PERSONAL CANON - PHOTO COACH X 0 X 0 X 1 X 0
  15. 15. DIGITAL CULTURE IS SOCIAL SO CONNECT PEOPLE TOGETHER
  16. 16. Want to know more about Sweden, before travelling there? Well, just call the + 46 771 793 336. This number will connect you to a random, yet volontary, Swede. You may even have the chance to have a little chit-chat with Swedish Prime Minister Stefan Löfven. With more than 128k calls coming from 178 countries, the campaign manage to prove how open Sweden is, and how nice Swedes are. X 1 GP X 3 X 5 X 2 CONNECT PEOPLE TOGETHER SWEDISH TOURIST ASSOCIATION - THE SWEDISH NUMBER + 1 Titanium
  17. 17. Oscar Mayer is on mission : redefining people’s relationship with bacon. To do so, they created a dating app literally matching bacon lovers with each other, depending on the way they like their bacon. 54.000 downloads, 2.8 millions interactions and a date in a wiener mobile later, the brand increased sales of its bacon by 5,4%. All of this in a decreasing market. CONNECT PEOPLE TOGETHER OSCAR MAYER - SIZZL X 0 X 0 X 1 X 2
  18. 18. DIGITAL CULTURE IS ALIENABLE SO LET THEM OWN IT
  19. 19. « Make it viral » they say. Nope. Make it ownable. To promote the 2015 MTV VMAS, MTV launch an advertising campaign designed to be owned by people. How they did it? Well, they simply put green screens behind every assets of the campaign so that people could re-use them, personalise them, meme them, etc… The campaign generated more than 541 social engagements. LET THEM OWN IT MTV - MTV VMA GREEN SCREENS X 0 X 1 X 3 X 2
  20. 20. For the launch of Dr. Dre’s autobiographic movie «  Straight Outta Compton », Beats invited people to represent their own city by using the famous slogan. A palftorm allowed them to create their own « Straight Outta Compton » by uploading a picture and changing the name of the city. The campaign was first launched using Beats ambassadors channels, and then quickly turned into a massive social movement. Simple stuff made pretty big. LET THEM OWN IT BEATS BY DRE - STRAIGHT OUTTA X 0 X 3 X 2 X 1
  21. 21. DIGITAL CULTURE IS EXPERIENTIAL SO LET THEM TRY IT OUT
  22. 22. Few people has the chance to be a football trainer. Fewer people has the chance to be a football trainer at a Super Bowl game. And even fewer people has the chance to be a winning football trainer at a Super Bowl final game. So when Gatorade enabled everyone to get to try the usually exclusive Super Bowl Dunk through a snapchat filter, people went pretty crazy with it. LET THEM TRY IT OUT GATORADE - THE SUPER BOWL DUNK X 0 X 1 X 1 X 1
  23. 23. For Peace Day, Burger King decided to end the Burger War momentarily. They asked McDonald’s to join forces to create the ultimate burger : the McWhopper, a mix between a Big Mac and a Whopper. Unfortunately, McDonalds refused. Probably their worst communication decision yet. But it didn’t stop people to want to try it out. Thousands of them made their own DIY version of the McWhopper and shared it online, generating more than 138M$ of earned media. LET THEM TRY IT OUT BURGER KING - MCWHOPPER X 2 GP X 5 X 4 X 3 + 1 Titanium
  24. 24. DIGITAL CULTURE IS EMPOWERING SO ENABLE THEM
  25. 25. Spending quality time with dads is key to raise daughters’ self confidence and self reliance. The problem is that most dads don’t know how to spend quality time with their daughters. So Pantene created #daddo, a campaign designed to help dads learn how to do hair-dos to their daughter through a series of how-to videos embodied by NFL players. The tutorials got more than 45M views and the campaign generated more than 250M social impressions. ENABLE THEM PANTENE - #DADDO X 0 X 1 X 2 X 1
  26. 26. Not only REI took a stand against consumerism, they enabled people to do the same. By inviting people to not participate in Black Friday, they empowered them. For one day, REI made people bigger than one of the most rooted consumption tradition in the US. Digital is constantly putting more power into people’s hands. REI acknowledged this. And it was pretty darn successful. ENABLE THEM REI - #OPTOUSIDE X 2 GP X 5 X 1 X 1
  27. 27. SO WHAT TO LEARN ?
  28. 28. DIGITAL IS NOT A MEDIA. IT’S A PERVASIVE CULTURE.
  29. 29. THIS DIGITAL CULTURE IS THE NEW CANVAS FOR ADVERTISING CREATIVITY Playful Spontaneous Authentic Tailor-made Social Alienable Experiential Empowering
  30. 30. SO Let them play Do it live Make it real Make it personal Connect people Let them own it Let them try it out Enable them
  31. 31. THANK YOU JEREMY MASSELIS Strategic Planner @ DigitasLBi Paris

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