My Mobile Manifesto: Cannes, Steve Martin, and Veal Ravioli
By Renata Florio, SVP, group creative director
I was at arestaurant for Father’s Day, celebrating with my husband and two young children, when I received the news about the shortlisted creative work at The Cannes Festival in an e-mail from a friend which registered on my phone.
Although I had told my children to put away their phones during dinner, I couldn’t help but pull out my mobile to take a quick peek at what was going on in Cannes.
That’s why I just love the mobile world and mobile media. When and where else would I be able to keep up with what is going on across the globe — with the most important award show in our business— if I didn’t have a cell phone in my hand?
How else would I be able to have my delicious appetizers — Burrata with Pomodorini, Frittes de Prosciutto Oyesters a la moda — on my plate, alongside a view of the best creative work currently being done worldwide? And without anyone noticing?
Speaking of not being noticed, and the further wonder of the mobile, I also used mobile technology that evening to Google Steve Martin’s list of movies, since he was sitting “unnoticed” at the table next to us and I wanted to remember the name of one of his blockbusters. In other, pre-mobile times, how would I have done that? (Asking him would be out of the question because my husband and kids would have killed me out of embarrassment.)
All that being said, I think it wise to have a look at current mobile advertising practices … the supposed rules, and what Cannes now considers good practice too.
I read inAdweek recently about the findings from a Mobile Manifesto conducted by Millward Brown and the Interactive Advertising Bureau, resulting from interviews with Cannes Mobile judges and other agency people during this year’s festival.
The article states that mobile ads increase brand awareness by 20 percent; even better when offering coupons. It also says that brands should place their logo in the corner of the mobile ad frame, use at least one bright color, and highlight the call to action with a bright color as well.
These are valid points. Technical but valid.
But one thing stands out to me. The study also says that peoples’ engagement with mobile (banner) ads is so low, you need to do everything you can to tell them what the brand is.
I intentionally put “banner” in parenthesis – the original puts “mobile” instead — because that for me is the most important point: When advertisers talk mobile I don’t believe that limits us to banner ads.
Let’s go back to my Father’s Day dinner. I did not discard my family and my veal ravioli with goat cheese and almonds because a banner popped up during our celebration. I simply reached out to the mobile friendlyCannes Lions site because:
I was actually interested in the content of the “brand."
My experience with the brand has been great so far.
So what does that teach me when thinking of a mobile communication? At least two things:
Have interesting content.
Make sure the consumer has a good experience with your brand.
Overall that means what counts is the idea. The good, fun, engaging, memorable idea that makes any communication special, but especially amobile ad. Our ideas must touch peoples’ minds and hearts, make them feel something — and have a delicious taste!
Just like the chef at restaurant, we must season, boil, cook, and understand every media need of our clients.
By doing that, I am sure we will make a difference.
I have brought my appetite for both great creative ideas and great Italian food, together with my 8 Cannes Lions to Draftfcb as Senior VP Group Creative Director, and I have two shortlists in this year’s Mobile Category.