6 trends of the Cannes Advertising Festival
Cannes will start tomorrow. Adverblog has a wonderful overview of the trends of this festival - with truly inspiring cases.
We look
Separation to offline and online is becoming increasingly conditional: it is difficult to imagine a purely digital campaign without going to the real world, and vice versa.
A great example of this trend is the campaign The Coca Cola and Google re: brief “Give the world a cola”
Through a smartphone, users could give a person at the other end of the world a can of cola. And not only donate - but also receive thanks. Outstanding campaign. We look:
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I think the festival will feature many great ideas using technology solutions: from ordering your favorite pizza with one click on an interactive magnet on your fridge to the “invisible” Mercedes Benz on the streets of the city (which symbolizes zero environmental impact of the car).
More and more events are being created with the expectation of their wide distribution through YouTube by the users themselves. We first encountered this type of campaign 2 years ago with the example of Volkswagen's Fun Theory . And after the success of the Tropicana juice campaign last year, advertising agencies and brands are increasingly using this model.
The TV channel TnT "Add Drama" on one of the most peaceful areas in Belgium:
Water projections + 3D-mapping for Jordan Melo 8 sneakers:
Carlsberg movie bikers:
The Intel Ultrabook Temptations campaign adds to this trend some kind of programming logic (temporal and geographic components).
This is a continuation of last year’s trend ( video responses Old Spice , Rainbow Skittles and VolksWagen Winter Campaign ). The Coca Cola took the next step in its campaign dedicated to the super cup: traditional polar bears, responding to all the events of the super cup in real time, gathered users from 9 million screens, each of which had an average of 28 minutes of voluntary view.
The graphic campaign of the comic book Ax Anarchy is even more interactive: in it, users predetermined the further development of the plot and, moreover, literally became part of the story.
Another real-time interactive example: the giant Missoni blogger doll for Target has become the most prominent blogger of New York Fashion Week.
From year to year we see more and more examples of the continuation and development of successful advertising campaigns. American Express 2nd Year spends Small Business Saturday:
The Nike Fuel campaign represents many of the indicated trends. It is difficult to separate the product from the communication itself, and this is definitely a sign of the success of this campaign. We will see that more and more brands will turn their product into communication, improving it, and not just create a message for the product. It's great when a brand creates value for its audience along with itself.
This year, using American Express, Twitter created a new service for its cardholders (and thus a new business model for merchants): you synchronize the card with your Twitter account and with the help of hashtags like #amexcoffee get discounts on relevant products. Excellent modification of the discount service!
Here is a brief overview and forecast of the trends that we can see in Cannes 2012.
We look
1. Post-Digital
Separation to offline and online is becoming increasingly conditional: it is difficult to imagine a purely digital campaign without going to the real world, and vice versa.
A great example of this trend is the campaign The Coca Cola and Google re: brief “Give the world a cola”
Through a smartphone, users could give a person at the other end of the world a can of cola. And not only donate - but also receive thanks. Outstanding campaign. We look:
')
2. Technological solutions
I think the festival will feature many great ideas using technology solutions: from ordering your favorite pizza with one click on an interactive magnet on your fridge to the “invisible” Mercedes Benz on the streets of the city (which symbolizes zero environmental impact of the car).
3. Effect of Tropicana
More and more events are being created with the expectation of their wide distribution through YouTube by the users themselves. We first encountered this type of campaign 2 years ago with the example of Volkswagen's Fun Theory . And after the success of the Tropicana juice campaign last year, advertising agencies and brands are increasingly using this model.
The TV channel TnT "Add Drama" on one of the most peaceful areas in Belgium:
Water projections + 3D-mapping for Jordan Melo 8 sneakers:
Carlsberg movie bikers:
The Intel Ultrabook Temptations campaign adds to this trend some kind of programming logic (temporal and geographic components).
4. Interactive real-time campaigns
This is a continuation of last year’s trend ( video responses Old Spice , Rainbow Skittles and VolksWagen Winter Campaign ). The Coca Cola took the next step in its campaign dedicated to the super cup: traditional polar bears, responding to all the events of the super cup in real time, gathered users from 9 million screens, each of which had an average of 28 minutes of voluntary view.
The graphic campaign of the comic book Ax Anarchy is even more interactive: in it, users predetermined the further development of the plot and, moreover, literally became part of the story.
Another real-time interactive example: the giant Missoni blogger doll for Target has become the most prominent blogger of New York Fashion Week.
5. Advertising with the continuation
From year to year we see more and more examples of the continuation and development of successful advertising campaigns. American Express 2nd Year spends Small Business Saturday:
6. Product Updates - How to Communicate
The Nike Fuel campaign represents many of the indicated trends. It is difficult to separate the product from the communication itself, and this is definitely a sign of the success of this campaign. We will see that more and more brands will turn their product into communication, improving it, and not just create a message for the product. It's great when a brand creates value for its audience along with itself.
This year, using American Express, Twitter created a new service for its cardholders (and thus a new business model for merchants): you synchronize the card with your Twitter account and with the help of hashtags like #amexcoffee get discounts on relevant products. Excellent modification of the discount service!
Here is a brief overview and forecast of the trends that we can see in Cannes 2012.
Source: https://habr.com/ru/post/145940/
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