#HUBLIONS : INNOVATIONS FROM CANNES LIONS 2015

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CHAPTER 3#HUBLIONS

INNOVATIONS FROM CANNES LIONS 2015

CANNES LIONS 2015 World’s most famous event dedicated to Creativity and Innovation

Trends analysis from Cannes Lions 2015 by the HUB Institute �2HUB REPORT

Created in 1954 as the International Advertising Film Festival in Italy, the festival changed its name with the apparition of print and was renamed the International Film Festival. Then, the number of categories rapidly increased and the festival finally took the name of “Cannes Lions International Festival of creativity”. Cannes Lions define the future trends by rewarding innovation and creativity

The Hub Institute, a digital think tank based in Paris, is bringing the main creative and innovative trends and ads from this amazing event to light, thanks to its on-‐site experts.

CANNES LIONS 2015 World’s most famous event dedicated to Creativity and Innovation


#1. TECHNOLOGY & DATA TO ENTERTAIN CONSUMERS

#2. MAKE USEFUL INNOVATIONS FOR CONSUMERS

#3. INNOVATION, TO SERVE CUSTOMIZATION

#4. LATEST WINNERS IN CLASSIC LIONS CATEGORIES

Cannes Lions Innovation

CANNES LIONS 2015


This year’s edition of the Cannes Lions was the first one to present a

LIONS INNOVATION FESTIVAL

Centered around data, Biology, urbanism and several different topics alike, technology is becoming a preponderant marketing tool in every field. But in opposition to the growing fascination marketers and ad people have for technology, the customers are mainly remaining suspiscious about it’s use. Big Data highlights privacy issues.

So how can we show the pureness of our intentions to people regarding the use of their informations? How can we turn them into believers? Somehow the presented cases are showing us the paved way, to learn how to entertain, to proove the usefullness and the applications of marketing with datas.

The 2015 categories

CANNES LIONS 2015


BRANDED CONTENT & ENTERTAINMENT

CREATIVE EFFECTIVENESS

CYBER

DESIGN

FILM CRAFT

DIRECT

INNOVATION

MEDIA

MOBILE

OUTDOOR

PR

PRESSE

PRODUCT DESIGN

PROMO & ACTIVATION

RADIO

TITANIUM & INTEGRATED

FILM

The 2015 prizes

CANNES LIONS 2015


GRAND PRIX winning campaign

GOLD LION winning campaign

SILVER LION winning campaign

BRONZE LION winning campaign

SHORLISTED campaign

INNOVATION LION

#1. TECHNOLOGY & DATA TO ENTERTAIN

CONSUMERS

EA SPORTS

To make their american football game, Madden relevant again, EA Sports created real time GIFs based on real NFL game actions and stats. They called it the Giferator and used it to publish real time ads. Users were ultimately able to create their own Madden GIFs and to publish them resulting in more than 420,000 GIFs shared accross the internet

Case 1 : Using real time advertising and GIFs to create awareness

#1. TECHNOLOGY & DATA TO ENTERTAIN CONSUMERSTrends analysis from Cannes Lions 2015 by the HUB Institute

Trends analysis from Cannes Lions 2015 by the HUB Institute �8

https://www.youtube.com/watch?v=bcuiqSlFHyo













AUSTRALIAN BUREAU OF STATISTICS

The Australian Bureau of Statistics turned datas from every town in Australia into a mobile game called « Run That Town ». The objective : helping citizens to understand the impact of the data they gathered on the country policies. They succeed in raising awareness about urbanisation choices made in their neigborhoods.

Case 2 : Use gaming to help a better understanding



https://www.youtube.com/watch?v=P2ZgwSDLrNw













McDONALD’S

Seeking to increase their foot fall and their CRM, McDonald’s Germany provided all its products with codes that Once registered in the McApp, offered the opportunity to win prizes. Whithin 3 months, 400,000 consumers informations and habits were collected. Thanks to the data, geolocated targeting was improved to increase trafic and sales.

Case 3 : Use a game to collect behavioral data



https://www.youtube.com/watch?v=fTq1FEYp7ss













TRIPADVISOR

TripAdvisor predicted 93% of the outcomes of the 2014 Brazil World Football Cup matches. They based their predictions on the quality of the players accomodations the night before a match and called it the HotelCup. They used the reviews and the rankings from their plateform to compare the hotels. The site highlighted its accuracy and quality of the reviews.

Case 4 : Consumer Generated Content used to prove a brands value



http://www.canneslionsarchive.com/winners/entry/596352/hotel-cup













#2. MAKE USEFUL INNOVATIONS FOR

CONSUMERS

TALWAR BINDI

To fight against indian women’s iodine Deficiency, Talwar Bindi and the Neelvasant Medical Foundation & Research Centre created the Life Saving Dots. These are bindi’s filled with iodine that will be diffused in the woman’s body throughout the day allowing her to receive her daily amount of iodine.

Case 1 : Use innovation to adapt to local habits

#2. MAKE USEFUL INNOVATIONS FOR CONSUMERSTrends analysis from Cannes Lions 2015 by the HUB Institute


https://www.youtube.com/watch?v=Sclg_AfGzcE













DIAGENETIX

Deases and their proliferation is still a big issue for farmers around the world. To help them gain some time, Diagenetix invented the Bioranger, a simple device that helps them manage and survey the apparition as well as the proliferation of deseases in their fields. The data collected is then send to the cloud where it can be matched with nearby farms.

Case 2 : Data helps updating one of the worlds oldest jobs



https://www.youtube.com/watch?v=ioHC6TII-94













COLGATE PALMOLIVE

The toothpaste brand, created receipts presenting the exact amount of sugar in each items bought by indian customers. Colgate therefore collected the amount of sugar in all items available in indian supermarkest. They also offered a discount on the same receipt for their newest toothpaste. The amount of the discount increasing with the sugar amount on the receipt.

Case 3 : Use product’s data to promote an innovation



http://www.canneslionsarchive.com/winners/entry/596532/hidden-sugar-receipt













#3. INNOVATION, TO SERVE

CUSTOMIZATION

WHAT3WORDSThe company created a revolutionnary addressing system based on a 3 word combination. They created a mapping of the world relying on 67 trillions 3 meter squares. The related app help people to localize themselves easily with only 3 key words. The system can even work with low network.

Case 1 : Use data to create a different map of the world

#3. INNOVATION, TO SERVE CUSTOMIZATION Trends analysis from Cannes Lions 2015 by the HUB Institute


https://www.youtube.com/watch?v=bP2OYdAB-R8













THE ECONOMIST

To make their content more accessible, The Economist launched a vast retargeting campaign on their competitors website. They used contextualised and funny catchphrases and animations to draw attention towards a publication that is often considered as austere. The campaign created 12£ worth of lifetime revenue.

Case 2 : Target your competitors audience thanks to data



https://www.youtube.com/watch?v=UrBY2KxKj0M













LIBERTY MUTUAL INSURANCE

With the Moving Words campaign the insurance company equiped the Chicago Marathon runners with RFID chips to give them support in the most crucial times of their runs. Their running pace was recorded and directly broadcasted on their Facebook allowing their friends to send them messages. These were then broadcasted on screens along the run. Liberty Mutual Insurance accomplished over 5 Million impressions within the 6 hours of the marathon.

Case 3 : RFID to help receiving words of support



http://www.canneslionsarchive.com/winners/entry/596464/chicago-marathon-moving-words













NETFLIX

Netflix used Topics Model, a data analyzing tool to understand how they could enter the french market. Netflix then created a custom made lauching campaign for the french audience thanks to the insights they found. The campaign was displayed outdoors, it featured contextual content (GIFs) they adapted to the weather or even to the time. In the first week they achieved 120 Million contacts.

Case 4 : Adapt the content to your audience



https://youtu.be/W76Sc6lmOvA













NIKE +Nike + used the data recorded on their subscribers in 2014 and created a personnalized 1 min long animation. The video featured their achievements and the parts they had to work on. At the end of the video they were redirected to a customized work out plan.

Case 5 : Using datas to customize content and promote brand values



https://vimeo.com/121111350













#4. LATEST WINNERS IN CLASSIC LIONS

CATEGORIES

CANNES LIONS 2015 FILM

GEICOFor its latest pre-‐roll ads, the insurance company decided to make ads that were “Unskippable”, viral and fun. It aimed at bringing attention to Geico in a space that is often hated. The most popular ad in the series is “Family: Unskippable – GEICO” has more than 7.3 million views.

Case 1 : The pre-‐roll hocus-‐pocus using derision over digital culture

#4. LATEST WINNERS IN CLASSIC LIONS CATEGORIESTrends analysis from Cannes Lions 2015 by the HUB Institute


https://youtu.be/pvcj9xptNOQ













LEICALeica celebrated the 100 years of it’s creation with an artsy film recreating the most famous shots taken with the camera. Going from black and white to color while reproducing the original pictures, the film featured several photos that made history.

Case 2 : Creating films based on photos

#4. LATEST WINNERS IN CLASSIC LIONS CATEGORIESTrends analysis from Cannes Lions 2015 by the HUB Institute


https://www.youtube.com/watch?v=rPtfiRkt-WA













FILM CRAFT

CANNES LIONS 2015

JOHN LEWIS The english retailer made a video ad for Christmas 2014. It was featuring a young boy and his pet pingouin. Entitled « Monty’s Christmas », the video insisted on the link that could exist between a child and his toys, by animating one of them.

Case 1 : Move people with simple and emotional content

Trends analysis from Cannes Lions 2015 by the HUB Institute



https://www.youtube.com/watch?v=iccscUFY860













HONDAWith their « The Other Side » video ad, Honda offered viewers the opportunity to innteract with the content of their ad simply by pushing the « R » button on their keyboards. The video displayed two overlaping stories in between of which the viewer could switch by pressing the key.

Case 2 : Broadcasting brand values through a clever twist




https://www.youtube.com/user/hondafranceauto/UnAutreVisage













BRANDED CONTENT & ENTERTAINMENT

CANNES LIONS 2015

NZ TRANSPORT AGENCY

Making a safety campaign aimed to young drivers isn’t easy. In New Zeland, the Transport Agency used Snapchat to get there message threw. The campaign reached over 10 000 young people, and 98% of them spent the whole day with it, waiting until the last snap.

Case 1 : Using the right media to tell a story and a hidden message

















LOWE’SUsing Vine’s pause option, the retailer created 6 seconds long « How To » videos. The viewer only had to press on the vine and to stop it to see a step by step explanation. Lowe’s created the first interactive campaign with Vine.

Case 2 : Using the media features to deliver Brand Utility




http://www.canneslionsarchive.com/winners/entry/571100/tap-thru













TITANIUM & INTEGRATED

CANNES LIONS 2015

DOMINO’S Domino’s started an emoji ordering system for their subscribers. People could just tweet or text a pizza emoji to receive their order at home. The idea was featured in several news outcomes and talk shows and over 500 people subscribed to the emoji ordering service on the first day.

Case 1 : The power of image to ease communication




https://www.youtube.com/watch?v=NtdLsJsObrU













JORDAN To honor Derek Jeter an american baseball legend, the Jordan Brand invited New York and people all around the USA to tip their caps and to capture the moment in his honor. The movement was massively followed on social media as well as on TV and in the press.

Case 2 : Social Media to pay tribute




https://www.youtube.com/watch?v=X03_bNuihLU













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#HUBLions : EVERYTHING ABOUT CANNES LIONS 2015


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#HUBLions : EVERYTHING ABOUT CANNES LIONS 2015


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#HUBLIONS : INNOVATIONS FROM CANNES LIONS 2015

Marketing

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