Grand Prix: Modern Marketing At Cannes Lions 2024, Part 2
Get your headphones on, and let's rant at some work together, shall we?
Welcome to Part 2 of a (previously unplanned) series of Modern Marketing takes on Grand Prix winning work from Cannes. (Part 1 here, ICMYI.)
As I reflected on Part 1, I realised that my choice of Modern Marketing parameters and, indeed, my resulting evaluation of the work, mirrors the kind of work I want to do. (If any of my agency partners are reading this, take the hint 😉)
So…why these particular parameters?
Customer-centricity: This should be the most obvious one. If our work as marketers needs to lodge in our customer’s mind, we need to find a way in. We need a deep understanding of our customer - quantitative and qualitative - to help us get there.
Cultural relevance: I picked this because I believe that’s the opportunity we’ve forgotten as marketers, and are only now beginning to remember. I’ve had a few pieces of work in my career resonate this way - the original Jaago Re series, the campaign for Why This Kolaveri Di, #LookBeforeYouLeave and #IniRamadanKita come to mind. Each of these live on rent-free in people’s heads, multiplying the effect of the initial campaign.
Shareworthiness: The best work in the world is stuff that becomes part of dinner table conversation and Whatsapp forwards. It gets an earned media boost that multiplies reach and frequency beyond what your paid spends have purchased. And, in this economic climate, that’s a huge win.
Measurable results: Brutally simple and clear. I come from a school of advertising that believes our job is to persuade and drive business results, not amaze people with how clever we are. This is the biggest issue I have with Cannes - the industry seems to be rewarding work without consideration of the results it drove. And hence, it’s impossible for me to take Cannes completely seriously. Especially in this economic climate.
There. I feel better having got that off my chest. On to the work.
Pharma: Siemens Healthineers - Magnetic Stories
Customer-centric? ✅. Definitely. I love that this group noticed how kids react in an MRI, and sought to build a real solution to address this.
Cultural relevance? ❌. The work is clear about who it targets, but it certainly doesn’t bring alive a sense of community or embed itself into culture.
Gets noticed? ❌. Nothing in the case study suggests that this drove earned media.
Measurable results? ❌. This was a pilot. The client talks about how this will roll out to “millions of MRIs” worldwide due to the “success” of the pilot. It’s unclear what success meant.
Is this Modern Marketing? ❌. Primarily because this isn’t marketing - it’s product. What they did to build awareness and drive sales remains unclear.
Print & Publishing: Coca-Cola - Recycle Me
Customer-centric? ❌. It bothers me that Coca-Cola, one of the world’s largest plastic polluters, is shifting the onus for cleaning up to the customer.
Cultural relevance? ❌. This one’s not going to get into pop culture. Neither does it foster community.
Gets noticed? ❌. To be frank, it took a video to explain the idea. The day of “build it and they will come” has passed. I’d really like to understand how many customers got the message in a jiffy - there’s no way I’d be standing around an outdoor installation trying to decipher it. Even if it were in Times Square.
Measurable results? ❌. Enough said.
Is this Modern Marketing? ❌. I’d really like to see the brief on this. Right now, this reeks of scam - made to win awards versus driving meaningful outcomes.
Design: Cemento Sol - Sightwalks
Customer-centric? ✅. A very clear target audience and a very strongly identified need.
Cultural relevance? 🤔. I’m unsure about this. Thoughts?
Gets noticed? ✅. The first part of the video had me thinking “Scam!” And then they spoke about creating a training programme to educate people on how to use these Sightwalks; and even had the mayor inaugurate it. Leading to good earned media.
Measurable results? ✅. While a pilot, the impact was clear - 75K square metres of Sightwalks installed. I questioned the “people impacted” number - but I can live with it.
Is this Modern Marketing? ✅. Yes. While the award is for the product, the way the team developed a programme and engaged with elected leaders shows intent to scale and depth of thought.
Digital Craft: Spotify - Spreadbeats
Customer-centric? ✅. Heck yeah! The observation that media planners pretty much live insight spreadsheets working on media plans let the team to develop an idea that I still can’t wrap my head around. The message at the end connects the dots seamlessly.
Cultural relevance? ✅. By default, almost anything Spotify does is culturally relevant. Spreadbeats is no different. The track was created by Coachella performer John Summit - who I personally know nothing about - but that’s just another way into cultural stardom.
Gets noticed? ✅. Shareworthiness is baked into this idea. Ask yourself - if you received this, wouldn’t you want to forward it to everybody you knew?
Measurable results? ❌. The work is recent - results are yet to be seen.
Is this Modern Marketing? ✅. Definitely. While results are pending, the work ticks all the boxes. I love to see brilliant B2B work, and this is God Mode stuff.
Entertainment: Whatsapp - We Are Ayenda
Customer-centric? ✅.
Cultural relevance? ✅.
Gets noticed? ✅.
Measurable results? ❌. Not mentioned in the case study, though I’m willing to wager a few bucks that it moved the needle on brand perception, as well as raised awareness of what’s going on in Afghanistan.
Is this Modern Marketing? ✅. Definitely. This is storytelling at its finest - powerful and engaging. Enough said.
Part 3 should hit your inbox early next week. In the meanwhile, I look forward to your thoughts and discussions. Have a great weekend!
Samit