Advertising Tries the Challenge of Technology
Microsoft, Google, Facebook, Yahoo or AOL … On the Croisette, the big names in the high-tech industry are displayed. However, time is not yet another symposium on the future of the Internet. Cannes hosts the cream of global advertising for the 58 th International Festival of creativity, June 19 to 25. The presence of high-tech companies, however, has no accident. In view of the first awards given Monday, June 20, the marriage of technology and creativity is more than ever. It is also necessary to find the right dosage.
“Too many agencies make mistakes by taking a technological innovation for a creative idea. Having a Facebook page or use Twitter is not enough, especially when everyone does, said Warren Brown , of Australian agency BMF President and juries. We need to find something interesting to say, instead of rushing on the latest technology. ” Among the stories of communication that affected the jury of Cannes, are that of the chocolate bar Rom. The Romanian confectionery is not only the name of the country, but also the national flag.
Legacy in times of crisis, when young people seek their interests outside the borders. The idea of the manufacturer Candia Dulce and its agency McCann Erickson has been to replace the Romanian flag by an American flag by launching an advertising campaign in English in the local media. Immediately, groups have formed on Facebook and Twitter to denounce the process. Social networks have played an amplifier of this “patriotic awakening” before the confectioner admits it was a joke and does not call the original product on the shelves.
Social networks, capable of attracting the consumer engagement and disseminate information quickly, are critical. This is a “tweet”, supposedly accidentally, the Australian bank NAB launched its campaign. She said the pressure of a major decision. Released on Friday, the tweet was concerned about the competition during the weekend. On Monday, the NAB unveiled a communication featuring the “rupture” with its three competitors. One way to meet the assumption of agreement between the four major Australian banks, amid a crisis of confidence after the turbulence through which the financial sector.
Participation of users
Other trademarks are the map of the involvement of users in their advertising. The spot for the shower gel Old Spice , crowned in 2010 at Cannes, has generated discussion and parodies on the Internet. Procter & Gamble asked the one who embodied the “ideal man” Isaiah Mustafa , to personally respond via video webcast at nearly 200 questions to users. In France, the agency proposed Buzzman users to act on the scenario of a video pitting a hunter and a bear for the brand of eraser Tipp-Ex.
Brands know that they can no longer ignore the Internet. “Nearly 80% of French consumers use the Internet before making their purchases. And they are 20% to check a price on the point of sale with their mobile,” says François Aubry , the Boston Consulting Group (BCG). But competition is fierce. “83% of consumers use less than thirty Web sites a month,” said Tim Armstrong , CEO of AOL, expressing the desire to reduce the number of its own brands to fifty on the basis of labels strong as TechCrunch or Huffington Post.
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