Cannes Lions 2019: Experiencing future of advertising on TV: Ayush Doshi, Wavemaker
From 'Shoppable TV' to Aira's AI-powered technology helping the visually challenged, Ayush Doshi, Business Manager, Wavemaker India tells us more about his experience at Cannes Lions 2019
In our fourth installment on young professionals from Wavemaker India talking about their experience at Cannes Lions 2019, Ayush Doshi, Business Manager tells us more about the 'Shoppable TV' technology developed by NBCUniversal, how brands were able to reconnect with their target audience by changing their communication strategy and how AI-powered Aira is helping to empower the visually challenged.
I started my day by experiencing the future of advertising on television.
A unique technology developed by NBCUniversal - 'Shoppable TV' launched during the French Open. Where the audience can buy the apparel worn by a celebrity just by scanning the QR code on the screen and redirecting to the online retail store for purchase. It is observed that people tend to purchase those products that are associated with celebrities or athletes.
Moving ahead to an interesting session on 'Tell me a story - How to break through the noise and form a real connection' conducted by David Sable-WPP, Joe Mangognia, Executive Creative Director, Grey Group and Jon Pearce, Global Chief Creative Officer, Hudson Rouge.
They showcased case studies on how they managed to break the clutter in a disruptive way, firstly with the Lincoln Motor Company, a luxury vehicle brand which was losing its share, and how it was able to re-established itself by using celebrity as an authentic brand voice.
They researched and found out that fame generates more sales and profit than any other communication strategy. Hence they took actor, Matthew McConaughey who is very famous for his classics. After airing the commercials they made Jim Carrey do a spoof on the commercial.
It not only helped to garner positive responses but also increased high awareness in the younger audience than its current owner base
Learning: how to choose the right celebrity so that it doesn't overpower the brand and also how light-hearted comedy about the brand can generate buzz among the target audience.
Secondly, Gillette targeted the most trending topic #MeToo by changing the tagline from 'The Best a Man Can Get' to 'The Best Men Can Be'
The advertisements showed the news clips of the #MeToo movement. It was a great risk for the brand but it garnered 4mn views in 48hrs.
One more interesting session which I came across was 'How AI can empower the blind community' conducted by Anirudh Koul, Head of AI & Research, Aira.
Their mission is to provide instant access to visual information for anyone, anywhere, anytime. They developed smart glasses where a visually challenged person can call a dedicated number where Aira agent can see through the glasses & gives the blind real-time updates and guide them in whatever situation they're in. Truly, technology is clearly proved to be an equalizer, where it helps the visually challenged people to go and experience what they could not.
Let's see a video where an AI agent helps a visuall challenged person to drive:
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