Contagious er et høyt internasjonalt anerkjent magasin og konsulentvirksomhet som leverer noen av verdens beste seminarer når det gjelder å hjelpe merkevarer og byråer til å forstå og tilpasse seg endringer i markedsføring, forbrukerkultur og teknologi.
Slagordet deres er at de gjør deg som markedsfører smartere og din merkevare modigere.
09:10 - 10:10
Innovation in creativity is fundamental to building winning brands in a world where change is now a constant and competition can come from anywhere. Contagious brands are those that crave and value ingenuity, brilliant ideas and new ways of thinking. Fresh and unique perspectives are the lifeblood of success in our industry and we have developed a set of principles that we feel modern brands should live by if they are to flourish. From Asking Heresy Questions to Weaponising Your Audience, we will bring to life the Contagious Commandments, examining inspiring campaigns from a wide range of categories, media channels and regions to show how the most successful brands are embracing creativity as their last remaining unfair advantage.
Case studies include:
Samsung’s Backup Memory, a contextually-aware smartphone application that helps people living with Alzheimer’s lead a more normal life.
L’Oréal’s Beauty-Jacking coverage of the Golden Globes, which saw the brand create real-time beauty content around the build-up to the awards show, recreating the makeup looks of the stars as they walked the red carpet.
10:10 - 10:40
The case for creativity is clear. It is not only intrinsically linked to success in marketing but, in an increasingly hostile business environment, to the survival of the company itself. Anything that threatens creativity is a threat to our brands. But as people and organisations, we have a number of biases that inhibit our ability to be creative. In this session we’ll outline a variety of factors that are conspiring to create an anti-creative environment, including organisational structures, partnerships and unconscious biases, and make the case for ensuring a focus on creativity is paramount for your brand.
10:41 - 11:00
11:00 - 11:50
Cannes Deconstructed provides all the analytical assessment you need of the world's most prestigious advertising festival. Through a detailed examination of the campaigns and brands that caused a stir this year, we'll present our analysis of how this work reflects current emerging marketing trends and where these are likely to lead in the year ahead. Topics include: ‘Synergy v. subversion’ – the importance of understanding and playing to platforms and behaviours, rather than chasing world firsts for the sake of a cheap headline; and the evolving dynamics between ‘Stories + Systems’ – how the concept of traditional storytelling is being challenged and changed by the increasing influence of technology within the brand ecosystem.
Case studies include:
Geico’s Unskippable Pre-roll, winning a Grand Prix in film for breaking the rules of traditional film-making in order to play to the realities of prevailing behaviours on YouTube.
Domino’s Emoji Ordering, the latest iteration of Domino’s Anyware strategy, which seeks to bring seamless ordering to any and every digital platform and demonstrates that what a brand stands for can be articulated in the smallest possible interaction.
11:50 - 12:00
12:00 - 12:45
12:45 - 13:30
As customers become familiar with a new generation of services like Uber that work actively to meet the needs of each user, they increasingly transfer that expectation to the other brands and experiences in their lives. They simply expect the experience they receive from every brand – wherever, whenever and however it happens – to be consistent, compelling and convenient. This session will look at how leading edge retailers are creating personalised and seamless customer journeys that make sense across all the relevant touchpoints to win the hearts and wallets of today’s most demanding shoppers.
Case studies include:
Powerade’s Non-Stop Hydration, selling and serving drinks to runners without asking them to break their stride.
Topshop’s Pinterest Palettes, tapping the social platform’s ability to reflect intent and drive discovery by creating a personal colour chart that helps guide users to relevant products.
13:30 - 13:45
Already, more than half of YouTube videos are watched on mobile, but now a host of new players, including Periscope, Snapchat and Facebook, are turning mobile video into an even more powerful medium. From vertical viewing to ephemeral content, the way we watch content on our smallest screens has changed shape and marketers need to get up to speed. We’ll freeze frame to examine this new golden age of video and fast forward to see where the opportunities lie for brands.
13:45 - 14:00
14:00 - 14:20
A perfect storm of investment, creative briefs and headset launches means that marketers now see Virtual Reality as a real opportunity rather than a virtual gimmick. We’ll explore the key players, best work and creative opportunities for brands in this exciting space. Featured work will include hotel chain Marriott’s Oculus Rift virtual teleportation experience, designed to give holidaymakers a taste of far- flung destinations like Hawaii’s Wai’anapanapa Black Sand Beach in Maui.
14:20 - 14:40
Artificial intelligence: we’ve all heard the hype. But let’s cast aside Hollywood’s apocalyptic predictions for a moment. What does the Rise of the Machines actually mean for our industry? We’ll assess the impact that this new digital era will have on marketing and purchase decisions over the next five years, and show you the smartest brands that are already using algorithms to their advantage today. From tech leaders like IBM and Google, through to the forward-thinking personal assistants adopted by retail brands such as Domino’s, this session will offer a glimpse into the marketing of the future.
14:40 - 15:00
15:00 - 15:30