Here’s MCI Experience’s take on Cannes Lions week Cannes Lions is in full swing and here’s what has peaked our interest and what we’ve got on our experiential radar. This year Experience is one of the key nine content “tracks” at Cannes and for the first time has its own category, a testament to the […]
Here’s MCI Experience’s take on Cannes Lions week
Cannes Lions is in full swing and here’s what has peaked our interest and what we’ve got on our experiential radar.
This year Experience is one of the key nine content “tracks” at Cannes and for the first time has its own category, a testament to the evolving industry landscape of brand experience and client engagement. Harnessing the power of transformative and personalised experiences will set brands apart and is a crucial element in brand storytelling.
All Experience is Personal
Experiences need to be personal and authentic to have any traction with audiences. Marketers and event specialists are relying increasingly on brand experiences to create meaningful relationships with target audiences that deliver against business objectives. Personalising experience will require that brands take a more empathetic human-centric design approach to experience design to create meaningful audience engagement.
What makes for an impactful brand experience? When multi-channel and multi-sensory elements come together in live events and digital environments. For live events to strike an affinity with audiences, they need to be immersive, informative and emotive allowing people to share and amplify the brand’s reach.
We are in the era of experiences over things; this is where audiences find value and where they are more likely to become brand champions after an impactful experience. It’s finding the right balance between the physical and digital worlds with multi-sensory and interactive touchpoints. The advancement in portable and wearable technology fully puts the audience in control. AR, VR and Mixed Reality all allow for highly personal interactions in immersive 360 degree environments.
AI & Data
Retail brands are now re-inventing the retail experience by utilising e-commerce technology and virtual worlds in new and exciting ways with the adoption of facial recognition and gesture-controlled technology. These coupled with the tracking of consumer data and the utilisation of artificial intelligence, a brand can deliver highly personalised and immediate content, based upon customer profiles. Brands can be more targeted with more impactful messaging and engagement. Apple will be presenting their “Reimagining of the Retail Experience” as part of the Experience programme, exploring how Apple Retail has reinvented itself, inspired creativity and learning through a commitment to human connection.
Manifested Brand Worlds
Brands are curating their own experiential identities that come to life in very tangible ways. Creative customisation of the physical environment with brand colours, materials and textures truly immerse attendees in the brand world and by extension the brand values. To break away from the digital clutter, analogue activations are also seeing a rise, as audiences are able to authentically connect in a physical space.
More and more campaigns are with a conscience to leverage their engagement for social good and raise awareness. Consumers are also responding and demanding more from brands to make a positive impact in communities and reflect their audiences’ values.
Cannes has acknowledged the growing importance of brand purpose with the Sustainable Development Goals and the Glass Lion for Change award. We expect to see much more purpose lead brand experiences as awareness of the role that brand purpose can play to shift culture, create change and positively impact the world continues to grow.
Growing Importance of Experience
Experience is undoubtedly a powerful brand currency that is on the upward trajectory with enduring longevity. The focus on brand experience at Cannes Lions this year is testament to the fact that there’s never been a better time to be in the experience marketing business. Brand marketers now recognise the value of experience as a powerful approach to building and sustaining strong customer relationships and creating opportunities for brand innovation and growth.