Key trends: Cannes 2012

TRENDAFRiCA October 4, 2012

The key trends, as identified by Native CEO, Jason Xenopoulos, include:

  1. Brands need to stand for something that resonates with consumers.
  2. Considered consumption is key for brands that want to reach consumers.
  3. Shared values are essential for brands wanting to succeed and create shared value by making a positive impact on the lives of consumers.
  4. Brand promises are moot – they are now judged by what they do.
  5. Partnering is key and brands that link to NGOs, innovation specialists, celebrities and consumers, create meaningful partnerships and value for brands.
  6. This growing trend of partnerships has led to branded content and user-generated content, which has given rise to “earned” media; positive sentiment from consumers.
  7. Advertising shouldn’t look like advertising… i.e., the Band Aid advertising which received an award at Cannes for its Muppets Band Aid Campaign: http://www.youtube.com/watch?v=lm5-KPW0x3U.
  8. Part of building shared value is creating an ecosystem of services. According to a study conducted by RightNow (Contagious Magazine), 86% of people will pay more for products that offer better experiences. This means that brands need to move from having a one-night stand with their consumers and work towards long-term relationships. Example: Nike, which was awarded the Cannes Lions 2012 Grand Prix award for its Nike Fuel campaign: http://www.youtube.com/watch?v=MT50eLLxPco which saw Nike market a ‘movement monitor’ that lights up to highlight a user’s activity target for the day: http://www.youtube.com/watch?v=TtfJAyjkkGs&feature=relmfu.The device then updates a social profile, creating an evolving online conversation and seamlessly slotting into the Nike philosophy – as stated by its vice president of digital sport, Stefan Olander – that when someone buys a product, it is the beginning of a relationship, not the end.
  9. Anticipating consumer needs in order to tap into them, even when it is a consumer need to disconnect from technology, where checking mobile phones at the door at a party is becoming popular.

SOURCE: Native is a digitally-led full-service marketing agency

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