It has been quite a busy few days here at the 2012 Cannes Lions with numerous seminars, inspirational speakers, and lots of conversation online.
So we thought we’d take a moment to look at the conversation – both online and offline.
Key Trends on the Ground
Creative Relevance: Going back to basic human behavior, your message needs to hit home and resonate with the audience because it’s relevant.
Go Offline: In a world of hyper-connectivity, there is an increasing need to disconnect, so as to tune in to the world around you. This helps to recharge your creativity and get perspective.
Back to Basics: With new technologies emerging daily, the basic principles of human behavior still remain. The challenge is to identify how these new technologies can be used to cater to basic human instincts.
Mobile Makes it Easy: It’s not a standalone, but mobile makes it easier to connect, take action and further your experience in real time (e.g., the second screen).
Youth Crave Connections: Millennials want to be connected, they want to feel like they are part of something bigger and have a voice. Social media and mobile are part of their daily lives, and is the easiest way to stay connected to everyone and everything.
Volume of Conversation
- Over 50,000 mentions were made online around 2012 Cannes Lions between June 17-21, 2012.
- Ogilvy takes up 4% of that conversation, with approximately 10 Twitter handles across the globe which was being used to cover the Festival live using the #OgilvyCannes hashtag.
Conversation Trends over Time
- Spikes in online conversation are happening, on average around the world each day at 6 AM EST/12 PM CET/7 PM HKT.
What’s being Said
- Conversation online have revolved mostly around these specific buzzwords: creativity and mobile.
- Sound bites from the seminars are being retweeted many times over throughout the day.
Who’s Saying It
- Agencies are talking online (via Twitter mostly) about the Festival.
- Ogilvy is leading the conversation (nearly 50% share of voice within the Cannes Lions online conversations), followed by DDB.
- Top influencers are tweeting and re-tweeting content coming from the Festival, whether they are attending or not.