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DDD
Cannes Lions
#DDDcannes
İlker ERGEN
7 Days
50 Sessions
250+ Applications
Cannes Lions Nedir?
Cannes Lions Nerede Yapılıyor?
Cannes
Agency Brand AcademyMedia
90+
countries
12.000+
participants
Tech
Cannes Lions Applications
28,828
34,300 35,765 37,427
40,133
2011 2012 2013 2014 2015
Award Categories
Cannes Lions Evolution
Google and the
shape of search
to come
Facebook: social
by design
Rise of the tablets
Storytelling
A/B testing:
Change the
behaviour
Inspired by
technology
Branded content
Mobile the second
screen
Millenials crave
connections
Go offline: Back
to basics
?
Youtube Nation
Neuroscience
Data-insight-
strategy-creativty
Real Time
Marketing
CHANGED
AUDIENCE
CHANGED
MARKETING
APPROACH
CHANGED
MEDIUMS and
MEDIA
CHANGED
AUDIENCE
Artificial
Intelligence
Artificial Intelligence Era
«Success in creating AI would be the biggest event in human history. … it
might also be the last, unless we learn how to avoid risks.»
Stephen Hawking
Eve of A.I. Era
Yapay Zeka
Investment in A.I.
Hired A.I. Pioneer Geoff Hinton
A.I. Lab is founded
Phd researches on the go
What does A.I. Era bring?
Merge Emerge Purge
CRM and
Media
New
Creative
Ways
Human
Decision
Making
Virtual Personal Assistant
VPA(Virtual Personal Assistant)
GREATEST
GENERATION
silent
GENERATION
BABY
boomers
GEN X millenial
GENERATION
1901-1924 1925-1945 1946-1964 1965-1979 1980-1994 1995-Present
YOUTH FOR LAST 10 YEARS=
MILLENIALS
Generation Edge
ECONOMY
PARENTING -
SCHOOLING
TECHNOLOGY
DISTRUST
AUTHORITY
CHANGED
MARKETING
APPROACH
Power of
#NOW
The Dress
Spontaneous
Unpredictable
The Dress
Constant
Repetitive
Don’t make campaigns,
Start m vements
Cause
Oriented
Nivea Doll
Volvo – Life Paint
Vodafone – Red Light App
Samsung – Safety Truck
Delta Innovation Class
Found
Social
Responsibility
Lucky Iron Fish
The Gun Shop
SOS SMS
Gender
Apartheid
Under Armour – I’ll What I Want
P&G - Like A Girl
Burger King – Proud Whopper
Hacking
Cheating
Wolkswagen
McDonald’s – Lovin the Superbowl
Radiant Return
Volvo - Interception
CHANGED
MEDIUM
and MEDIA
Creativity in
Data Age
44 zettabyte
44.000.000.000 terrabyte
Data Age
Smart Devices
increase data
usage
Effective
Marketing
with data
Easier life with
data
Change in Agencies
Tech, Data and
Creativity
NFL Giferator
Nike – House of Mamba
Loreal Paris – Makeup Genius
CANAL+ - Interactive Form
Holograms,
Virtual Reality
Google Cardboard
Hololens Minecraft
Facebook – AR Like & Emoji
Music
Change in Music Ownership
Honda – OK GO
Internet of
Things and
Wearables
R/GA - Hammerhead
Exploration
of New
Platforms
and Formats
Pedigree – K9FM
MediaMarkt – Easter Rabbit Race
Domino’s Emoji
The Match
Joe Boxer Inactivity Tracker
Sky Tip
CHANGED
AUDIENCE
CHANGED
MARKETING
APPROACH
CHANGED
MEDIUM and
MEDIA
Thank you!
@ergen_ilker

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Cannes Lions 2015 Highlights

Editor's Notes

  1. Dünyanın en büyük yaratıcılık festivali. Dünyaya ve sektöre katma değer sağlayan yaratıcılığı destekliyor. Ayrıca tüm pazarlama sektörünün takip ettiği ödüller veriyor ki böylece dünyada iyi yaratıcı örneklerin nasıl olabileceğine dair benchmark belirliyor. Sonrasında tüm 1 yıl, dünya pazarlama sektörü buradaki trendlerden etkileniyor. Özetle reklamcılığın Oscar’ı. 7 gün sürüyor.
  2. Güney Fransa’nın Cannes şehrinde yapılıyor.
  3. Ajanslar, markalar, teknoloji firmaları ve üretim firmaları katılım gösteriyor. Dünyanın her yerinden çeşitli sektörlerden yaratıcı insanlar katılıyor.
  4. Türkiye’den başvuru sayısı: 688 iş başvuru yaptı https://twitter.com/MediaCat/status/612643218237300736 Geçen yıl 437 başvuru yapılmıştı
  5. 18 farklı kategori
  6. IBM Deep Blue 1997 (Kasparov’u satrançta yendi) sonrasında IBM Watson 2011 (TV programı oldu, soru cevap)
  7. Google AI Gurusu Geoff Hinton ile anlaştı. http://www.wired.com/2014/01/geoffrey-hinton-deep-learning/ https://research.facebook.com/ai Önümüzdeki 5 yıl boyunca Search bid management, DMP, DSP, analytics birleşecek
  8. Google AI Gurusu Geoff Hinton ile anlaştı. http://www.wired.com/2014/01/geoffrey-hinton-deep-learning/ https://research.facebook.com/ai Önümüzdeki 5 yıl boyunca Search bid management, DMP, DSP, analytics birleşecek
  9. Okula gidersin mezun olursun sonra güzel maaş alırsın. Millenial bunlarla büyüdü, dolayısıyla millenial nesil çok materyalist. Ama Gen Edge Aileler liseden sonra Collage’a gidebilmen için destek olabilecek miyim bilmiyorum diyor, çocuklar da Collage benim için çözüm mü diye sorguluyor. Bu da girişimci bir nesil olmalarına yol açıyor. Büyük markalara vb güvenleri az, çünkü onların vergi kaçırdıklarını vb görüyorlar. Aileler otoriteyi sorgulamayı öğretiyorlar. Sadece internette surf yapmıyorlar, bir şey aramak için laptop’ına değil direkt mobil cihazına bağlanıyor, 3 yaşındakiler ipadle geziyor ve wifi olmazsa çok sinirleniyorlar. Bir şey aramak için laptop’ına değil direkt mobil cihazına bağlanıyor Millenials is about Harry Potter, Gen Edge is about Hunger Games Gen Edge, Socially engaged, örneğin Toms alıyor ama bir çift de hediye ettiğini bilmesi onu çok mutlu ediyor Bu jenerasyona çok da güvenilemez, örneğin Mountain Dew yeni içeceğimizin ismi ne olsun diye soruyor, 1. sırada Hitler çıkıyor trolluyorlar
  10. İskoçya’da biri evleniyor, elbiseyi arkadaşına gönderiyor. Arkadaşları farklı renk görüyor, sonrasında sosyal medyaya yayılıyor.
  11. Twitter’ın gücünü tam olarak kullanabilmek için, hangi konunun en uzun sürede en çok enerji ürettiğini bilmek gerekiyor. En büyük enerjili anlar, aynı yıldırımlar gibi. Tahmin edilemez olarak gelişiyor, bir anda ortaya çıkıyor, ve ne kadar büyüyebileceğini tahmin etmek imkansız. Aynı #thedress olayında olduğu gibi, kimse bu konu hakkında saatte 303 K tweet atılacağını tahmin edemezdi. Bunun yanında bir de günlük konuşmalar var, örneğin moda, müzik, kahve gibi konular her gün belli bir döngüde konuşuluyor aynı güneş gibi. Güneşin enerjisini alabilmek daha kolay, kişiye özel ve hedefli mesajlarla gündelik konuların içine dahil olunabilir.
  12. Scotland’da biri evleniyor, elbiseyi arkadaşına gönderiyor. Arkadaşları farklı renk görüyor, sonrasında sosyal medyaya yayılıyor. #thedress olayında olduğu gibi, kimse bu konu hakkında saatte 303 K tweet atılacağını tahmin edemezdi. Bunun yanında bir de günlük konuşmalar var, örneğin moda, müzik, kahve gibi konular her gün belli bir döngüde konuşuluyor aynı güneş gibi. Güneşin enerjisini alabilmek daha kolay, kişiye özel ve hedefli mesajlarla gündelik konuların içine dahil olunabilir.
  13. Twitter’ın gücünü tam olarak kullanabilmek için, hangi konunun en uzun sürede en çok enerji ürettiğini bilmek gerekiyor. En büyük enerjili anlar, aynı yıldırımlar gibi. Tahmin edilemez olarak gelişiyor, bir anda ortaya çıkıyor, ve ne kadar büyüyebileceğini tahmin etmek imkansız. Aynı #thedress olayında olduğu gibi, kimse bu konu hakkında saatte 303 K tweet atılacağını tahmin edemezdi. Bunun yanında bir de günlük konuşmalar var, örneğin moda, müzik, kahve gibi konular her gün belli bir döngüde konuşuluyor aynı güneş gibi. Güneşin enerjisini alabilmek daha kolay, kişiye özel ve hedefli mesajlarla gündelik konuların içine dahil olunabilir.
  14. Şu anda toplam data büyüklüğü 44 zettabyte’a ulaştı. Data eksponansiyel olarak artıyor. Örneğin, satranç tahtasının her bir karesin pirinç tanesi koyduğumuzu düşünelim, ve her karede 2 kat artıralım. satranç tahtasının sonuna gelindiğinde gereken pirinç miktarı everest dağından daha fazla. Önümüzdeki yıllarda da data çok ciddi artış gösterecek.
  15. Verinin bu kadar artmasının sebebi akıllı telefonlar ve internet of things (akıllı cihazların) kullanımının artması. Veri ile daha iyi pazarlama yapılıyor, CRM datası kullanarak daha optimize pazarlama aktiviteleri yapılabiliyor. İnovasyon Cannes’da geçen sene yeni eklenmişti, bu sene ayrı bir yerde yapıldı.
  16. AR, internet of things gibi başlıklar var. Örnekler: Inactivity tracker Hololens Facebook AR
  17. Ajansların iletişim ve kreatiften daha çok inovasyon ve ürün üretimine geçmeleri - yaratıcıyım yerine inovatifim FUTURE LIONS. Hosted By: AKQA: Google vermiş gorevl: bir markayı kitlesine bağlayın ama 3 yıl once olmayan yöntemlerle Lily diye kendini çeken drone epey iyiymiş Genel olarak iletişimden cok yine ürüne ve inovasyona kaymış Kazananlar: Chromebook type - yazdıkça enerjisi yenilenen laptop Heineken safestamp - ele takılan alkol Ölçüm cipi Über First aid - gençler psikologlardan yardim alıyorlar Google toothbrush test iyiymiş Çokça kullanılması acısından. Berghs school of communication switzerland" 
  18. Taylor Swift’in hikayesi
  19. Taylor Swift’in hikayesi