VR on the Croisette

Publicis bold statement about shifting resources into AI rather than continuing to showcase its work on the Croisette, seems to be creating more buzz than the 2017 Cannes Lions winners.
The industry is concerned about what it means for International Festival of Creativity, It also reveals a lot about the value of agencies in a world where AI/ AR/ VR are transforming their role, purpose and creative process.

I say AI/ AR/ VR because one of my observations from attending the Cannes Lions this year is that these 3 disciplines are often grouped together and take up most of the innovation stage.

My focus for this post is going to be on VR: How was VR represented at the 2017 International Festival of Creativity ?

First, some general observations:

  • VR campaigns have swept awards in the innovation & digital craft categories
  • The differentiating points of campaigns come from outstanding level of creativity or utility, rather media strategy
  • Google stands out with 4 awards (TiltBrush, Earth VR, Google Arts & Culture)
  • Independent specialist agencies (e.g.: Analog & Rewind)are ahead of the global holdings

Now, here are the Lion winners showing what VR can do for creativity & advertising:

Digital Craft Grand Prix Lion: Bjork
REAL-TIME VIRTUAL REALITY EXPERIENCE FOR BJÖRK’S NOTGET

Innovation Grand Prix+ Bronze Digital Craft Lions: Audi
THE ENTER SANDBOX VR EXPERIENCE

Innovation + Digital Craft Gold Lions: Google
GOOGLE TILT BRUSH

Digital Craft Silver Lion: Nike
NIKE ID VR STUDIO

Digital Craft Silver Lion: BBC
BBC HOME: A VR SPACEWALK

Digital Craft Bronze Lion: Google
BACK TO LIFE IN VIRTUAL REALITY: RHOMALEOSAURUS & GIRAFFATITAN

Innovation Bronze Lion: Google
GOOGLE EARTH VR

Congrats to the creators and brands who won some VR Lions.
Marie Sornin

 

 

 

This is what I do

 

Some good work started in Australia in 2013 that I am now continuing internationally from New York with @TwitterAmplify

Marie Sornin

Sex, drugs and rock’n roll @IgniteSydney

Here is my participation at IgniteSydney for marketers, on the topic of the three words that will guarantee social media success.

As you will see: Sex, drugs and rock’n roll is not all it takes…

 

Try it at work, and give thumbs if you like!

Marie Sornin

Cookies n sharks: the new recipe for ad planning

Today’s post is about the impact of social media on ad planning. Nothing to do with the main industry news of the day: the recent and surprising Publicis-Omincom merger.
This would be my attempt at leveraging real time events, pretty lame… I know…

The more experience I build in social media, the more obvious the challenge faced by marketers appears to me… Clearly, the agency<>client<>media-owner trio is not geared to operate in real time. From this situation arise most of the difficulties advertising professionals face in their day-to-day jobs, such as lack of understanding of the platforms, fear of loosing control to consumers, poor content, etc.…

The social media powered world evolves around breaking news, live events, influencers and their clout. For advertisers, it means capturing moments as they happen and turning them into “social currency” for their brands.

How? By introducing the concept of agile marketing.

Attempting a definition, would give something like “create, communicate and deliver unique value to an always changing consumer in an always changing market.

The perfect example of agile marketing is the Oreo daily twist campaign.

Every day for 100 days, the brand hijacked pop culture events and turned them into Oreo sharable content broadcasted via their social media channels. Oreo called it an “ambitious exercise of real time culture jacking”.

The effect: Oreo was the real winner of the Super Bowl with their “You can still dunk in the dark”. Did Oreo spend millions of $ to buy a TV spot during the Super Bowl? No… did Oreo reach millions of eyeballs during the game? Yes! Do people remember & talk about their message? Hell yes!
SuperBowl Oreo. You can still dunk in the dark

The smarts in this activation is that it keeps on giving way past the 100 days of the campaign… Proof is the “sharks in your living room” referencing the recent Sharknando phenomenon.
Oreo for Sharknado: sharks in your living room

So, how did they do it and why is it such an important case study?

They did it by getting their agencies and brand staff to collaborate as a virtual newsroom! By doing so, they transformed their brand planning cycle to “agile marketing”. And it worked!

With the rise of social media platforms it becomes more and more important for the trio (agency<>client<>media-owner) to adapt, react and even create live opportunities to communicate.

I believe that we should retire the yearly or quarterly planning cycles to unlock endless opportunities for brands to exchange with their audiences. The brands that will stand out in the future are the ones able to engage with their customers in the moment

Marie Sornin

Is social currency worth Gold?

If there is one thing that shocked me in the 2013 Cannes Cyber Lions winners, it is that all of them seem to claim to be a social media success! Although the shortlisted campaigns don’t present themselves specifically as social media activities, it is as if generating reactions on social networks, has became the proof that a campaign has been adopted by the target audience. Just as much as the business performance… So, does it mean that turning an advertising message into social currency is worth gold?

Here is a summary of my favourite campaigns:

Adidas Window shopping (2013 Silver Cyber Lion)
Shop like it’s the future! I love the idea of keeping a store open even when it’s closed. The key is that they made the mobile integration simple and seamless. Reminds me of the Tesco Korea campaign (2011 Gold Cyber Lion)

Dove Real Beauty Sketches (2013 Gold Cyber Lion)
Not only it is an interesting concept artistically, the campaign really brings to life how women see themselves. The problem is obvious, it is up to all of us to help fix it!
Funny to see that Axe is now giving power to women with the fear no Susan Glenn initiative!

Oreo Daily Twist (2013 Grand Prix Cyber Lion)
Cool idea, social by design and success coming down to the dedicated resource on deck to come up with creativity worth spreading every day!
Everybody loves Oreos, now everybody loves sharing their Oreo twists!

Metropole Tweetphony (2013 Silver Cyber Lion)
I like the way new technologies are now associated with stuff as old as classical music…  The Tweepthony could have very well turned into a real cacophony but it didn’t. Like Pay with a Tweet, (2011 Cyber Lion winner) great use of twitter for creating value!

I also thought that a few other campaigns are also worth highlighting:

– Metro Train Dumb ways to Die (2013 5 Gold Lions/ 1 Silver). Brilliant branded content, the amount of recognition speaks for itself!
Perfume open platform for creativity (2013 Silver Cyber Lion + entertainment category at he Japan media arts festival)
Hello Again by Lincoln (2013 Gold Cyber Lion) Although the challenge of re inventing an old car brand and associate it with Music has been over used, the innovation power used to create the digital content is incredible (great credits to Go Pro). Execution is outstanding!
Nike Chance (2013 Silver Cyber Lion) Giving rejected young players another chance. Hope they will turn this into a yearly mechanic not just a one off campaign.
Clouds over Cuba (2013 Gold Cyber Lion): making history and culture accessible to all! Like the Google Art project, we want more of that!
– Perrier Secret Place (2013 Bronze and Silver Lion), Golden chains (2013 Silver Cyber Lion), Tokyo Symphony (2013 Silver Cyber Lion) and Jam with Chrome (2013 Bronze Silver Lion) are great examples of pure digital and collaborative entertainment!

Do you what these brilliant campaigns have in common, apart form being 2013 Cannes Cyber Lions winners, of course? Come to Ignite Sydney on August 7th and I will share with you the three words that guarantee social media success (I might use some of these campaigns as examples to illustrate what I mean!)

Marie Sornin

Is it content or is it advertising?

That is not the right question to ask about online video advertising. The question should be: is it content or is it advertising, do we care? and here is why:

or

So, is it content or is it advertising? Do we care?

With Youtube getting to saturation point (9 to 9.5 mill users un Australia) and the explosion of screen shifting, far gone are the days of the 30s TV Commercial…

PWC predicts that online video is, along with mobile, is to be the fastest growing media category with a +39% from 2013 to 2016 (will represent $280 mill).

A lot of media specialists say that the growth rate would be even greater if there was more premium supply available, more robust standards and measurement…

Looking at it from a social media perspective, I think there is a great way to grow online video presence for advertisers: It’s called Branded entertainment and some advertisers clearly get it:

       Build an extremely strong reach on your own social media touch points (eg: Tourism Australia 3.8 million Facebook fans. It is a lot more than the main catch up TV sites in Australia)

       Create videos that tell a story around your product (preferably with the product not at the centre of the story), grab attention and surprise the audience (eg: Volkswagen The Force

       Broadcast it via your social media community, allowing the main influencers to distribute it first…

I can’t say it is easy to do, but these advertisers have the keys to ignore all the rules enforced by broadcasters and industry bodies around duration and standards, the price tag of premium video ad supply!

I blogged about Red Bull’s secrete ingredients a few months ago. With Felix Baumgartner’s supersonic free fall, Red Bull has once again proven that it doesn’t need to buy media to be on the front page of every major website. So, if you are wondering what advertising will look like in 5 years time… look at Red Bull’s media strategy: Brilliant branded content & cross platform distribution…

 

Marie Sornin

 

 

Sneaking Duck splashing in social media

OK, this is my first serious attempt at video journalism… while the format is very amateur, I hope you will enjoy the content and the social marketing tips shared by Mark Capps, co founder and CEO of Sneaking Duck.

But first, who is Mark? What is Sneaking Duck?

Mark is an ex-Googler who has always had wide opened eyes to the scale of possibility offered by the Internet and a passion for online retail. When Mark recently discovered his need for glasses, he quickly realized that glasses don’t have to be “only” functional. They are accessories and should be purchased the way we purchase accessories: according to our mood and our style!
So, along with his friends at Shoes of Prey, Mark just launched Sneaking Duck, an innovative online optical fashion retailer.

Here is a quick interview with Mark about the use social media within his marketing strategy
 

Sneaking Duck launched early November 2011. I’ll touch base with Mark again in a few months to check on how his little duck is going at making a splash in the big pond of Australian retailers… in the meantime, you now know where to go to match your glasses to your shoes…

Marie Sornin

Ps: check out: 22michaels.com