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DATA | CREATIVITY | TECHNOLOGY
In association with
It feels like every time I head to the iridescent French Riviera town of Cannes for Cannes Lions - the aptly named ‘festival of creativity’ - the event morphs year after year to mirror the evolving needs of the industry. No more the reserve of the ‘creatives’, it is now a bouillabaisse stew of marketers, tech companies, media, agencies and not forgetting the evangelists of the ‘future-ofmarketing’ – all meeting and strategizing on how to best blast their marketing message through the dense fog of media saturation.
In recognition of the fact that marketers are now under pressure to innovate, utilise data and technology whilst creating emotive experiences for consumers, Cannes Lions launched the ‘Innovation’ conference and awards last year – a two day conference and showcase that returned for its second annual event on the 21 & 22 June this year.
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I caught up with Rob Dembitz, Corporate Development Director at Cannes Lions to find out more about innovation. He said “Lions Innovation showcases how data and technology can be used to enhance and enable Creativity. The content programme has been designed not only to inspire but give marketers tools and an improved understanding that will help them do their jobs better on their first day back in the office.”
The Innovation conference culminated in a set of awards which included the ‘Creative Data’ category where we saw ‘The Next Rembrandt’ pick up a grand prix award for the Microsoft machine learning AI who created an entirely new painting by the infamous painter. In addition to Cannes Innovation I immersed myself in ‘fringe’ events including YouTube’s ‘Adventures in VR session’ and WARC’s panel featuring Samsung’s Marc Mathieu on ‘Marketing in an Era of Personalisation’.
Claudia Sestini, Global Head of Marketing & Communications, Gain Theory
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DATA | CREATIVITY | TECHNOLOGY
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THE SIXTH
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VIRTUAL REALITY
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CALM TECH
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PERSONALISATION
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ACTING LIKE A
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Embracing the Connected Customer Revolution Through the 6th Screen - Patrick Hoffstetter, Chief Digital Officer, Renault Challenge Hoffstetter said that the long purchase funnel in the automotive industry - which can be anything from 2 to 6 months – can be particularly challenging for marketers. Add to that customers are increasingly connected to multiple devices, time poor and always on the go. Research also suggests that scope for brand consideration has widened from 4 brands to 6. Opportunity Renault generate 10-15% of their sales online with some of these being tracked back to in app purchases. With an average of 7-8hrs a week being spent in a car there’s an opportunity to leverage this 6th screen opportunity, specifically with lead management in mind which Hofstetter said this platform was a good conduit for.
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Embracing the Connected Customer Revolution Through the 6th Screen - Patrick Hofstetter, Chief Digital Officer, Renault Approach Renault started by seriously trimming down the number of apps they had on the market from 400 to 2 – one for prospects and one for customers. Result The impact on lead generation, sales or loyalty were not shared in the session. However, when questioned by a delegate how Renault planned to market their apps in an app-saturated market, Hoffstetter’s answer was ‘this is definitely a challenge’.
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“IF YOU TRY MAKING TECH HUMAN YOU ARE PUTTING PEOPLE ON PAUSE” Amber Case, Cyborg Anthropologist
How Calm Tech will Change the Internet of Things - Amber Case, Cyborg Anthropologist To get you thinking… • • •
Cisco IBSG predicts there will be 50bn devices connected to the internet by 2020. We’re all cyborgs - our phones wake up, we feed them, they cry we soothe them. The more tech, the more complicated, the more interruptions.
A dystopian future • •
Imagine a world where your connected fridge becomes your connected kitchen. Imagine not being able to get into that kitchen until you have downloaded the latest virus update. We’re in an era of interruptive design.
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How Calm Tech will change the Internet of Things - Amber Case, Cyborg Anthropologist Respecting the norm • •
Google Glass was too much too soon. It was like, let’s put everything on your face in one go. There’s a right amount of tech, at the right time when we think about adoption.
Calm Tech • • • •
Calm tech design can help combat the dystopian future. Tech can empower the periphery vs just using the visual sense. Don’t ignore the extra senses. Great example of this is Amazon’s Alexa. Tech should communicate without speaking. We need a lower level device language - Roomba is a great example (and as a side there’s a great compilation on YouTube of cats riding around on Roomba). Tech should be like a teapot, it calls for you when it’s ready.
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“WINNING REQUIRES FLEXIBILITY, ADAPTABILITY, AND A NEW WAY OF THINKING” Pete Blackshaw, Global Head of Digital and Social Media, Nestle IN
A 150-Year-Old Swiss Company Acting Like a Start-Up - Pete Blackshaw, Global Head of Digital and Social Media, Nestle Why innovate
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Nestle just turned 150 years old and is steeped in tradition, having been started by a group of engineers who wanted to make the best coffee in the world . As Blackshaw puts its it ‘Winning in this business context requires flexibility, adaptability, and a new way of thinking’.
Start Up mentality using DAT – the Nestle Digital Acceleration Team •
Digital Acceleration Team (DAT) training program, now in 24 Nestle markets.
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A 150-Year-Old Swiss Company Acting Like a Start-Up - Pete Blackshaw, Global Head of Digital and Social Media, Nestle Start Up mentality using DAT – the Nestle Digital Acceleration Team
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Grounded in 3 key areas: Listening , Engaging , Transforming. The programme helps them approach problems with a start-up mentality enabling e-commerce and innovative solutions such as the naming of Google’s android operating system in 2013 ‘KitKat’ which resulted in incredible buzz.
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“VR ALLOWS FOR A SENSE OF PRESENCE UNLIKELY ANY OTHER MEDIUM” Pete Blackshaw, Global Head of Digital and Social Media, Nestle
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Adventures in Virtual Reality - Clay Bavor, Vice President of VR, Google VR educating pupils •
Google Cardboard has a tool called ‘Expeditions’ which enables teachers to take their students on trips to places like Machu Picchu. In the past year 1m kids have been taken on these ‘school trips’.
Usage • •
YouTube has been built from the ground up to enable a billion people with the YouTube app on their phone to experience immersive video. Brands such as BMW, Honda and McDonalds are already using immersive video .
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Adventures in Virtual Reality - Clay Bavor, Vice President of VR, Google VR: 3 impact areas 1
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Story – the power of immersive story for the viewer is huge. For the film maker you are able to capture an energy which can’t be traditionally be captured. You can walk in other people’s shoes as shown by the Guardian’s solitary confinement 360 video. Art – google invented the Tilt Brush which has enabled multi-dimensional painting as demonstrated by Glenn Keane a Director/Animator who has worked on many Disney films. Glenn showed us how he can create immersive art via Tilt Brush, a great video of which can be reached here. Memory – Bavor talked about how VR videos can create new kinds of memories. Imagine shooting a film in 360 of your family having dinner and in years to come jump back into that moment in time as an older person having dinner with yourself or ‘spend time’ via the VR headset with family members that are long deceased. Mind blowing!
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Adventures in Virtual Reality - Clay Bavor, Vice President of VR, Google The future •
Bavor says that we are about 10 years away from VR equipment being more user friendly. For example the headset we see today might evolve to being more like a pair of sunglasses that totally immerses you in the experience.
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“PERSONALISATION IS SO IMPORTANT IN MARKETING IT SHOULD BECOME THE 8TH ‘P’ IN THE MARKETING MIX ALONGSIDE PRODUCT, PRICE, PROMOTION, PLACE, PERSONNEL, PHYSICAL ASSETS AND PROCEDURES” Professor Ronald E Goldsmith, Florida State University
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Marketing in the Era of Personalisation - hosted by WARC featuring Marc Mathieu (CMO, Samsung Electronics America), Ian Edwards (Planner, Facebook UK & Ireland), Jason Burby (President Americas, POSSIBLE), Guy Murphy (Worldwide Planning Director, JWT), Emma Whitehead (Creative Director, Kantar) and Colin Grimshaw (Editor, Admap)
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Marketing in the Era of Personalisation What does personalisation mean and what/where are the opportunities for marketers? •
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Marc – it’s about doing something useful for people and individuals. We have been led to believe that we could serve one message, platform, and product to everyone and it would suit everyone. Through data and technology you can contextualise and personalise not only the message but also the product or service. Emma – it’s about utility but also with personalisation we need to go beyond consent to active participation on behalf of the individual. It feels like consent is a really low bar, we want enthusiastic participation which can be brought about with giving people something useful.
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Marketing in the Era of Personalisation On segmentation •
Emma – we are not segmenting people by demographics anymore, we segment by mind-set or attitudes. You need to find a group of people with whom your brand purpose or message resonates with. We can’t have 7 billion messages. Successful brands like Red Bull or Audi understand the mind-set of the group of people who respond to their brand and they are utilising segmentation on a global scale. Segmentation probably needs a rebrand as we know it, but is not redundant.
Mobile’s role in personalisation •
Marc – there’s a full eco system of products connected to the phone that participate in helping us live a lifestyle that is adapted to us. Connected to payment systems, connected to others (etc.) without wires – living their life on the go. Samsung are not personalising for the individual but are categorising or clustering their products to help shape their messages per user segment or lifestyle group. This avoids the ‘creepy’ personalisation effect. It’s about making it easier for people to manage technology
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Marketing in the Era of Personalisation Creepy Personalisation • • •
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Jason – it becomes ‘creepy’ when you notice it but it happens a lot and is not being noticed. Emma - you expect it from certain brands, and tolerate it from others. Beyond context, there’s something to be said about the brands you are choosing to do personalisation with. Marc – there’s data being used for useful personalisation. For example Samsung have a phone model that sends weather data localised to the individual which will push a message to that user when it’s about to rain. There’s more effectiveness with those types of messages because they are not annoying. Emma – with personalisation we need to think about all the way through the lifecycle of the brand in a more holistic way, not just the marketing messages, for the purpose of loyalty (as per Marc’s point on what Samsung do with weather data for current customers). Ian – personalisation is very focused on the transaction but we need to focus on the experience and creating great content.
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Marketing in the Era of Personalisation Context •
Ian – it’s everything. When you are at a sports event, you will be more receptive to related and useful products/services.
Brands doing personalisation well •
Emma – many of the brands doing it are comfortable taking risks e.g. Nike. FMCG is a difficult area to do this with due to the vastness of markets. Luxury brands can do it well because they have a clear idea of mind-set.
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“THE TEMPTATION TODAY IS TO OVERCOMPLICATE AND DO THINGS BECAUSE YOU CAN INSTEAD OF BECAUSE YOU SHOULD. ” Manjiry Tamhane, WW CEO, Gain Theory IN
Cannes Lions Data Creative Manjiry Tamhane, Gain Theory’s WW CEO sat on the jury for Creative Data award, which celebrates creativity enabled by data. Entries needed to demonstrate an application or interpretation of data that is integral to an idea or its execution. This included work where insights solved a problem, allowing a more meaningful story to be told or drive greater personal engagement. Here, Manjiry shares some takeout’s from the judging process: •
85% of submissions she saw during the judging process were either all data with little creative inspiration or great creative ideas with a retroactively tacked-on data point. But she said the other 15% reflected true collaboration between data and creative elements. Some involved programmatic execution.
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Cannes Lions Data Creative •
"Keep in mind, 15% is a very significant number," says Manjiry, "The temptation today is to overcomplicate and do things because you can instead of because you should. We were looking for entries where simplicity emerged from complexity in a way of creatively communicating, where creative and data flows together.“
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Of data-driven creative, her overall assessment is: "It's happening in fits.“
The winners of the Creative Data category can all be found here
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POSTCARD FROM
OVERHEARD IN CANNES We love media and creative types, especially the ones pacing up and down the Croisette. Here’s a tongue-in-cheek wip-round of soundbites that made us chuckle: “I was brainstorming with myself last night for hours and came to conclusion that I was right all along”
“My hairstyle just isn’t compatible with a VR headset” “I am sooo over rose’” “Get Versace to get the suit bag on the plane, honey”
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For more information contact: Claudia Sestini Global Head of Marketing & Communications claudia.sestini@gaintheory.com