Lessons in marketing courage from Cannes

as Published in the Globe and Mail (National Edition) - July 6, 2009

At this time of year, the marketing and advertising community looks to the to see what ideas, campaigns and media innovations rise to the top. In our changing media landscape, it's inspiring to see what's getting recognition.

The winning entries this year indicate that the tipping point has clearly tipped.

Among the major awards, the TV Grand Prix went to an ad that ran online, and not on TV; the Media Grand Prix went to a campaign that used a vehicle that would normally never be considered media; a public relations campaign won the Grand Prix not only for PR but also for direct marketing, for online components and interactivity; and the Titanium, or top award, along with the Integrated Grand Prix went to a political campaign.

What was it about these undeniably successful marketing efforts that made the difference? And, what lessons can we draw to leverage our marketing resources in an increasingly complex media environment?

TV Grand Prix: To Philips Electronics, Ltd. for its Carousel spot.
For the first time in history, the winner of the TV Grand Prix came from outside the traditional broadcast world: The Philips ad for the Cinema 21:9, the first TV to deliver a true movie experience, ran online.

Since the ad's April launch, it's driven more than one million visitors to Philips.com, the consumer electronics company's website.

The lesson from Cannes: It's not about the medium, it's about the message. People will only tune you in if you give them something compelling, relevant and interesting to connect with. The days of interrupting people, shouting out your message and hoping that drives action are over.

Media Grand Prix: To Nestlé, for its Kit Kat Mail product launched through Japan Post as the media channel.
In Japan's crowded packaged goods market, there are limited ways to stand out. As Japan Post privatized its postal outlets, Nestlé and JWT Tokyo, Nestle's advertising agency, worked with the postal service to co-create a brand-new product and a retail distribution channel with no competitors.

The Kit Kat Mail, intended as a good-luck greeting to students preparing for exams, was a specially designed, ready-to-send package containing the chocolate bar and space for an accompanying message.

Launched in 20,000 Japan Post outlets, it was an instant success. The launch received more than $15-million in free media coverage, and Kit Kat Mail is now permanently available through Japan Post outlets.

Jun Fukawa, executive creative director of JWT Tokyo, says "this new distribution channel is the killer combination of brand building and immediate sales growth."

The lesson here is to think beyond traditional boundaries. That comes from being brave enough to ask: "Are there bolder, more interesting ways for people to experience my brand?"

Paul Little, creative director at TBWA\Vancouver, puts it this way: "The problems haven't changed, but the solutions sure have. We live in a post-formula world and if you insist on doing what you did yesterday, you will fail.

But on the flip side, the rewards can be huge. The bold are now rewarded with success never before possible."

Grand Prix for PR, direct marketing and website and interactive: To Queensland Tourism's Best Job in the World campaign.
What was brave about this campaign was making the decision to take the entire Queensland Tourism budget and put it behind a single promotional PR idea: Hold a global contest for a job to explore and blog about islands in the Great Barrier Reef.

It attracted attention around the world and was rewarded with success because it was a big, broadly relevant idea that tapped into a strong emotional desire within the target group.

The lesson: When you have a big idea, be brave enough to put all of your eggs into that basket.

The Titanium and Integrated Grand Prix: To the 2008 U.S. presidential election.
The Barack Obama-Joe Biden campaign was a clear demonstration of creating effective connections by using all available media, particularly new social media tools.

There is obviously a different level of emotional engagement during political campaigns, particularly this one.

But the lessons from this campaign can be applied to any marketing campaign to make it more emotionally relevant.

During an interview at Cannes, David Plouffe, President Obama's campaign manager, observed: "There's nothing more valuable than a human being talking to a human being. Nothing. Particularly in a world where people are watching less mainstream media and trusting official sources less."

Despite today's uncertainty, it's comforting to know it's ultimately that simple: Marketing is about people connecting with people.

The real prize isn't winning at Cannes, it's winning the hearts and minds of your consumer and elevating the brand experience to the level where they actually welcome you into their lives.