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CANNES MEDIA LIONS 2015

HOW TO USEMedia Creativity to Achieve Business

Results(and win Awards)

Rori DuBoff, Global Head of Strategy, EVP, Havas Media Group

July 2015

Based upon insights from judging the 2015 Cannes Media Festival

Over 3,000 entries; less than 3% awarded

July 2015 - 2 -

2015 Key Themes: Cannes Media Lions

#1 CONSCIENTIOUS BRANDING

#2 MEDIA HIJACKING

#3 MASS PERSONALIZATION

#4 TRANSIENT MEDIA

#5 COMMERCE INTEGRATION

Results +

Creativ-ity

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#1 CONSCIENTIOUS BRANDING

• Aligning brand + business + societal change through media activation

• Beyond sponsorship, these meaningful brands demonstrate sustainable commitment to the cause, media + results

Winning examples: Vodafone Red Light App, P&G Like a Girl, P&G Touch the Pickle, Chevrolet TTYL

July 2015 - 4 -

#2 MEDIA HIJACKING

• Brands that succeed in capturing attention of consumers by piggybacking off the activities and media investments of other brands

• Harnessing the power of social media and trending hashtags to gain additional exposure (especially impactful during live events or news)Winning examples:

McDonalds Bluebird, New Castle Band of Brands, Adoptable Trends, Salvation Army The Dress

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• Data mining and programmatic media to deliver more personalized messaging and improved experiences

• Merging data with creativity to make media more relevant, targeted and effective for end users

#3 MASS PERSONALIZATION

Winning examples: Post-It Notes Banner, Germanwing’s Corridor Targeting, Coca-Cola Personalized TV, Tam Own Board Magazine

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• Blending technology, media and content to merge physical and virtual worlds and create easily accessible, live brand experiences

#4 TRANSIENT MEDIA

Winning examples: Holograms For Freedom, Optus Clever Buoy, Samsung Safety Truck, Xiao Zhu Breathe Again

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• Linking advertising directly to transactions by activating media with commerce embedded functionality, such as near-field communication, beacon technologies, Bluetooth, QR codes, mobile apps, and ecommerce

#5 COMMERCE INTEGRATION

Winning examples: Transavia Snack Holidays, Public Transport Donation Posters, Sky Deutschland Sky Screening, L’Oreal Makeup Genius

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Media Festival Awards: Tips to Win

DO’sDON’T’s

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1. Jump on a good cause to get benefits, without truly committing the brand

2.Showcase technology for technology

sake (i.e. VR, AR, wearable tech, drones, etc.)

3.Speak jargon such as ‘first-ever’ or ‘never done before’ or ‘broke the

internet’

4. Rely on celebrities, costly media or stunts/events without providing ROI

5.Try to fool people or create fake scenarios (especially for safety,

health, politics)

Commit to true shared media integration, aligning brand + business

+ societal change

Describe simple ideas that solve real problems through innovation

Provide clear, realistic results with sales figures included where possible

Show ‘smart stunts’ with strategy impact,

ROI, results, and potential for scale Be transparent and uphold brand integrity. Utilize humor/parody where

appropriate

DONT’s DO’s

10 tips to win media awards

July 2015 - 10 -

6.Submit to categories (such as print, audio, ooh) unless it’s the primary

channel

7.Rely solely on organic social for

‘integrated campaigns’, without paid or shared media

8. Enter similar local activations of global campaigns

9.Provide unclear description of agency

role (i.e. creative vs media vs PR or other)

10.

Limit event activations to team uniforms/t-shirts or merchandise

Focus on most important media channel for activation for category

submission

Illustrate full spectrum of owned/shared/earned/paid components for ‘integrated’

Coordinate and unify submission for global campaigns with local

activations

Clearly specify the agency role in developing work for the campaign or

project

Think experientially and socially about new and novel ways to activate

participants

DONT’s DO’s

10 tips to win media awards

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How to Use Media Creativity to Achieve Business Results

(and win Awards)link to full article on Adage.com

July 2015