Consider the mutually beneficial relationships springing up between marketers and women’s sports at the moment (one of the big topics at Cannes this year).
Build the right kind of connections and your messaging can be boosted into the stratosphere. But real communities cannot be created artificially, it's an organic process that comes about in both digital realms and the physical world.
The sports community was the entry point for our client Airtel when telecom marketers ran into some resistance to 5G in India. To build excitement and overcome scepticism, Airtel turned to the country’s most important event for its favourite sport – the eight-week cricket Premiere League tournament. Merging virtual and real worlds, Airtel and partner Star Sports, teleported passionate cricket fans into the Star Sports studio enabling them to interact with their cricket heroes. It provided fans with the sort of access that they dreamed of in a way that only 5G could enable.
Put simply, humour works. Especially when it comes to broad reaching brand campaigns. Marketers of everything from electronics to fast-food to packaged goods know it.
24th Jun 2024In the vibrant atmosphere of Cannes, a new category dedicated to humour has captured the attention of the creative world.
24th Jun 2024Purpose marketing isn’t a new trend, but it’s an enduring one. And purpose-led work has been a perennial winner at Cannes for at least a decade.
24th Jun 2024