Brand experience is a growing trend, as we saw at the 2019 Cannes Lions Festival. The union of creativity and strategy will allow us to generate unique moments with the consumer at every point of contact.
The 66th edition of the Cannes Lions Festival 2019 closed last week with a significant presence of consultancies and with creativity and branding focused on creating brand experiences that transcend screens or the traditional point of sale.
This year we have seen that the boundaries between agencies and consultancies are beginning to blur . Creativity and strategy go hand in hand to create campaigns that generate a real impact on audiences.
Thus, we see that some of the consulting firms that have el-salvador phone number data presented themselves at the Cannes festival this year have, for the most part, doubled the number of cases presented compared to the previous year. And although, for the moment, they are not managing to increase their list of winners to the same extent, they are gradually gaining ground.
Another of the big trends of the 2019 Cannes Lions Festival, and one that we cannot ignore, are brand experiences designed to connect with the consumer through emotions. Nowadays, customers are looking for brands with personality and that offer them something more than purely commercial messages; that tell a story that they can connect with, get excited about, feel… In short, a brand that provides them with a unique and different experience.
How to generate brand experiences for our clients?
Strategy and creativity, once again, are essential to achieve this goal. With the former, we get to know the consumer well enough to make them fall in love with us. We analyse their interests, detect which aspects of our service or business they particularly like, which details make them feel comfortable, which aspects are essential in their life and, finally, we trace the right path to their heart.
Buyer persona analysis should always be the starting point for any creative action. Without this information, it is much more difficult to create experiences that truly connect with the consumer. If we want to move them, we need to know what moves them inside.