칸광고제가 막을 내린지 이제 보름정도가 지났네요. 다들 어떤 Creativity가 나왔나 관심이 많으실텐데요.
칸광고제는 수상작을 보는 재미도 있지만 사실 칸에서 열리는 세미나에 더 볼만한게 많습니다.
다 들어보면 가장 좋겠지만 바쁘신 분들은 참가자들이 친절하게(?) 정리한 슬라이드를
보는 것도 꽤나 도움이 된답니다.

첫번째, 칸 '11의 12가지 트렌드
저에게 가장 많은 영감을 줬던 슬라이드입니다.
이미 한번 씩 들어본 내용이 대부분이고 대부분 디지털 oriented된 내용이지만
눈에 띄는 트렌드가 많네요. 소셜TV, N-Screen, Neal-real time, 소셜미디어 등의 트렌드가
광고에 어떻게 적용되었는지를 살펴보실 수 있습니다.


두번째, 칸 '11의 가장 아름다운 슬라이드
가장 아름다운 슬라이드란 이야기는 가장 단순하면서 영감을 주는 슬라이드 일 경우가 많습니다.
슬라이드를 사진에 담은 것 뿐이지만 상징적인 장표가 많습니다.
제가 가장 인상적으로 봤던 장표는 영국의 디지털 마케팅 에이젼시 LBi가 만든 43~47p입니다.

before & after로 나누어 고객, 비즈니스, 에이젼시, 미디어의 변화를 한눈에 보실 수 있습니다.


세번째, 칸 '11의 기억할만한 문구
7일간 열린 세미나에서 기억해 둘만한 문구입니다. 아주 아주 흥미로운 글들로 가득합니다.
인상적이었던 부분은 몇가지를 꼽아봤습니다.

Great digital ideas requre a "hacking mentality". - Petter Westlund, CD @B-Reel

The brand is no longer owned by the companies.
At best, it is co-owned with consumers.
- Maurice levy @Publicis group, CEO

Governments and corporations feal all this SNS
We need to strike more feal in them.
 - Patti smith @Grey





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Titanium & Integrated Lions > Gold

THE NOW NETWORK / SPRINT / SPRINT / GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
 

스프린트의 새로운 4G 네트워크 서비스 'Now'를 알리기 위해 세상에서 가장 큰 위젯을 만들었다.


 
이 위젯에서는 세상에 일어나는 많은 일들을 Live feed를 통해 실시간으로 업데이트하고있다. 

현재의 날씨, 트위터의 실시간 메시지들, 분실되는 핸드폰 수, 신생아 수 같이 소소한 일상의 숫자들이 업데이트된다.

위젯이라는 툴도 이제 식상한 느낌이 드는 것이 사실이다. 웹을 기반으로한 마케팅은 기술기반이라는 강점을 가짐과
 
동시에 그 속도를 따라잡기 위해 부던히 노력해야하는 약점이 있다.  이런 약점을 극복하기 위해 '위젯의 과장' 방법을
 
적용했다. 언듯 보면 정보가 난잡하게 화면상에 뿌려지는 느낌도 들지만 비슷한 톤앤매너의 위젯으로 위화감을 없앴

고 제품의 가장 큰 특징인 웹과의 인터렉션을 효과적으로 표현한 점이 유효했다. 

the Now network의 TVC


TVC도 특별한 크리에이티브 없이 웹사이트의 속성을 그대로 차용했다. 전체 캠페인은 PR과 입소문을 통해

재 확산 되었고 캠페인 사이트에는 70만명이 평균 4분을 방문하는 성과를 이뤘다.


이 캠페인은 칸광고제 titanium & integrated lion부문에서 금상을 수상했다.

아래는 칸 광고제 공식 소개

Describe the campaign/entry:
“Right now” is a concept people get. And when it comes to their phone and Internet, it’s what everyone wants. Rather than talk about prices or calls dropped, we cut to the chase and renamed Sprint’s network “the Now Network.” And set to work linking Sprint with all things Now. We designed the world’s largest widget – a one-page snapshot of right this second. Live feeds and real-time facts flood the site, from babies being born to a live cam of Niagra Falls. Streaming data also filled ads across the Web, including an interactive Yahoo! takeover. Four television spots took visual cues from the site. The anthem pulses with data, inundating viewers with all things people are doing thanks to the Now Network, from Twittering to leaving phones in cabs. Print ads featured data relating to the exact days the ads ran, like the day of the NY marathon.
Give some idea of how successful this campaign/entry was with both client and consumer:
Since the launch, the campaign has been written up favourably in over 100 publications and blogs, including The Wall Street Journal, the Los Angeles Times, engadget, and The New York Times. Beyond PR press, thousands of people have tweeted and blogged about the campaign. The first spot was viewed over 120,000 times on YouTube in the first three weeks. In the first three weeks, the Now Network site has raked up nearly 700,000 visits with an average of 15 interactions. Average time spent is 4 minutes – all on a one-page Web site. Sprint has seen solid returns from the online work. Between April 6 and April 28, the company said the Now Network online messaging delivered almost 340 million impressions, adding that brand exposure time was about 45 seconds per impression, close to double the wireless benchmark of about 25 seconds per impression for a rich media ad.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The site, sprint.com/nownetwork, launched simultaneously with a :60 Now Network spot on major networks. This was followed up with three more :30 television spots. Online advertising broke with a Yahoo! takeover ad, along with several live-feed widget banners on sites including YouTube, MySpace, ESPN, WSJ.com. Print ads ran on key dates – tax day and the day of the NY marathon.
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PR Lions > PR Lion

YUBARI / YUBARI RESORT / TOWN PROMOTION / BEACON COMMUNICATIONS Tokyo, JAPAN


 

이번 캠페인의 client였던 유바리시는 일본의 북단 훗가이도에서도 산 속에 자리잡고 있는 작은 마을이다.

이 작은 마을이 09 칸 광고제 프로모션 부분 그랑프리와 PR부문 금상을 휩쓸며 세계인들의 눈길을 끌었다.


구글 맵에서 검색한 YUBARI CITY의 모습이다. 유바리는 우리의 강원도 처럼 채광을 통해 수입을 올리던 평범한

마을이다. 유바리시도 산업화에 따라 점점 젊은 사람이 빠져나가고 시는 353만 달러의 빚을 떠앉고 채무불이행

상태에 이르게 된다. 이들의 목표는 간단했다. 관광객을 불러모아 시의 채무를 탕감하는 것.

아무것도 없는 작은 시골마을에서 USP로 뽑아냈던 것은 유바리시가 이혼률이 가장 낮은 도시라는 것이엇다.

이를 바탕으로 Big idea로 Yubari Fusai라는 컨셉과 NO MONY, BUT LOVE라는 슬로건을 만들었다.  여기서 Fusai는

'채무 또는 빚'과 '결혼한 커플'을 가리키는 동음 이의어다. 역설적인 이 슬로건을 통해  도시 채무 불이행 상태를

감성적으로 호소함과 동시에 사랑의 도시, 무엇보다 신혼여행지로의 포지션을 가져갔다.
캐릭터 yubari fusai
 
1) 앨범 자킷 (좌), 만주 (우)
2) 맥주 (좌), 핸드폰 고리(우)
관광상품을 하나의 캐릭터로 통일시켰고 캐릭터 상품화해 캐릭터 페어를 열고 주요 캐릭터 샾에 비치하였다.

미신이나 부적에 관심이 많은 일본인 신혼부부들 사이에 유바리 푸사이 캐릭터는 그들의 결혼생활을 보증하는

상징물이 되었다.  이외에도 신혼여행을 온 커플들에게 서약서를 받고 '행복한 커플 증명서'를 발급해 주는 활동들도

관청과 함께 이루어졌다.


이처럼 yubari fusai를 중심으로 한 일련의 활동을 통해 총 3,000커플이 신혼여행지로 유바리시를 찾았고 

300개의 매체에 노출되었으며 구글 query값은 6만번을 넘겼다. 결과적으로 시 전체 수입이 10% 상승되어 

캠페인 기간동 31만 달러의 수입을 올릴 수 있었다.


▶프로모션 소개 영상


▶에이젼시 비콘의 work 페이지 http://www.beaconcom.jp/en/#/work/work18

Type of Entry: Sectors & Services
Category: Travel, Tourism & Leisure
Title: YUBARI
Advertiser/Client: YUBARI RESORT
Product/Service: TOWN PROMOTION
Entrant Company: BEACON COMMUNICATIONS Tokyo, JAPAN
PR/Advertising Agency: BEACON COMMUNICATIONS Tokyo, JAPAN
Creative Credits
Name Company Position
Masato Mitsudera Beacon Communications Creative Director
Naoki Nishimura Beacon Communications Art Director
Go Suzuki Beacon Communications Account Management
Hideki Soraoka Beacon Communications Account Management
Tomoko Shigetome Beacon Communications Accoutn Management
Mika Archer Manning Selvage And Lee Pr

Describe the campaign/entry:
With a debt of $353 million, Yubari City in Hokkaido, Japan, went bankrupt in 2007. Our challenge was to promote Yubari, reenergize its citizens, and help erase the debt burden. Our PR strategy focused on the fact that Yubari boasted the lowest divorce rate in the whole of Japan and as such we created the idea, 'Yubari, no money but love.' In expanding this idea we created a couple of loveable, yet slightly ironic characters called 'Yubari Fusai'. “Fusai” means both “debt” and “married couple” in Japanese. Then we collaborated with the City Government to create a series of schemes positioning the city as a destination for happy couples – one of the many promotional schemes we initiated was the formation of Department of Happily Married Couples issued official Happily Married Certificates. Important to our strategy was the need to be upbeat and positive, protecting the sensitivities of the local residents, ensuring that our efforts didn’t demean them in any way. The idea of “no money but love” was an honest, yet endearing articulation of the situation they faced. Added to which, and in a country obsessed by cute characters such as Hello Kitty, the Yubari Fusai icon, proved to be a potent vehicle in generating WOM, print and broadcast PR.


Describe the brief from the client:
Our ultimate goal was to help relieve Yubari of its’ debt burden by fueling a sustainable increase in tourism.

Results:
The PR activities generated $1.5 million in unpaid media value including 100 newspaper mentions, 100 online media mentions, 30 TV segments, and 53,100 blog entries (source Google search). In addition, the annual number of visitors to Yubari increased by 10% year-on-year since the start of the project. Better still $30 million has been generated toward alleviating the city's debt. But perhaps more importantly, the people of Yubari can once again take pride in their city – an intangible benefit that defies measurement.

Execution:
A press conference announced the launch of the 'Yubari Fusai' characters. The slightly ironic characters provoked a nationwide debate on the dire state of Yubari. Citizens groups and companies collaborated with the City to launch the Yubari Fusai Project. On 'Happy Couples Day' the mayor declared Yubari a city of Happy Couples and the first 'Happy Couple Certificate' was issued to a newlywed couple; the story was covered nationwide through television and newspapers. Limited pressings of the characters song CD went on sale and the song was distributed to Karaoke lounges nationwide. Branded local beer, dumplings and confectionary went on sale. A famous husband-and-wife comedic duo sang 'The Yubari Fusai Song' at a press conference. A Yubari Local Products Fair was held in Tokyo and Yubari Fusai stuffed toys boosted coverage and quickly became the toy company’s best selling line. The characters were reproduced as photo booth stickers, and licensed to appear in children’s comics.

The Situation:
Once a proud mining town, Yubari saw its mines close as oil replaced coal. The city attempted to convert to traditional tourism (theme parks etc). But these efforts left the city further in debt and by March 2007 it was sanctioned for fiscal reconstruction. The city was given 18 years to clear its debt, but with a declining population of just 12,000 citizens, 40% of which were senior citizens, Yubari faced a monumental struggle.

The Strategy:
Introduce the umbrella strategy of “No money but love” and launch the Yubari Fusai characters to the media and the residents of Yubari. Phase two would involve mobilizing the Yubari residents and encouraging them to create revenue-generating ideas based on the Yubari Fusai characters. In Phase three we would set out to publicize their efforts - the nation would become aware that residents were taking action, and this news in turn would generate further business. In Phase four, work with the local government to create additional schemes that would help position the city as a destination for happily married couples. Finally publicize the predicted rise in tourism, which in turn would trigger more visits.
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