Audio Network @ Cannes Lions, Festival of Creativity
"I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product." David Ogilvy
Striving for effective creativity.
2014 Mission statement :
We face a huge challenge to be truly success in the advertising sector on a global scale. We must overcome the limitations of library music and it's juxtaposition with the advertising ethos, fractured purchasing habits, limited effectiveness of group deals and the attractiveness of commercial and bespoke music.
Cannes Lions poses an unique opportunity to influence 17,000+ creatives from 72 countries.
Building on the success of of the previous two years, Audio Network has continued to position themselves as the music partner for the leading advertising festival in the world. There was again large amounts of branding throughout the festival, including programs, delegate bag inserts and posters as well as being communicated in all sales and marketing materials in the lead up and post festival.
Benefits : A sales and marketing tool where brand presence is low and also helps to shift perception in core markets.
Over the last 2 years Audio Network have gone from build up an impressive roster of events where we have partnered with Saatchi & Saatchi, Rattling Stick, BIMA, Park Village & the official festival to provide the music for their events.
In 2016 Workshop Radio DJs performed for 36 hours for 5,000+ people across the festival at three official Lions parties (young creatives, entertainment& innovation awards winners) as well as continuing the relationship with Saatchi & Saatchi.
Benefits : Positioned as a trusted music advisor to both our partners and their guests, further debunking the myth that "library" is less creative or impressive than commercial or bespoke music as well as great networking opportunities.
2016 was the first year for Audio Network to invest in hosting our own party and villa rental. This offered the a great base for impressive meetings global meetings (BBDO (NZ), McCann (US), Archers Mark (UK), Media Monks (NL) and a host of others during the week).
Cannes in Colour Party Stats :
1704 creatives from 54 countries RSVP'd
900 accepted onto the guestlist
211 in attendance
Benefit : Leverage the reputation of all partners to improve perception of Audio Network / Workshop brand via event series, including all partners invitees and associated digital content for anyone not in Cannes.
There is also a direct sales benefit with the large number of new leads that we will acquire during the week for global staff as well as incredible networking opportunities.
To promote our creative ethos in a more traditional manor we are presenting a seminar (following on from the previous two years efforts) to showcase the "music in colour' project where we have briefed two agency creatives to work on a music video for our artist Alex Arcoleo.
The aim of this project is to position ourselves not only as a "vendor" but also a creative partner for agencies. This will show a confidence in our music to have supporting video content created, rather than just it just supporting other brand's videos.
Benefits : As well as the general exposure this project/seminar will achieve it has also brought a new level of relationship with our partner, FCB Inferno. This has created direct revenue throughout the project (via sync of their brand's videos) and also allowed us and our artists to be perceived by our core target audience as a market leader in regards to our product and activities.
There will also be a digital launch of this activity post-Cannes.
In recognition of the the new music awards category at Cannes Lions we have attempted to create a piece of art that encompasses everything that the advertising industry considers aspirational and also embodies our belief in music/art of the highest calibre as a primary business objective.
Grammy winning musician Tim Garland has created a improvised, one of a kind piece of jazz music that we are exclusively hand pressing onto 45, 7" vinyls. After the music was created we commissioned Workshop Radio collaborator and artist Gaurab Thakali to listen to the music and paint his interpretation.
The final piece will be gifted to 35 of the judges and award winners and 10 will be available as a competition for all Cannes attendees to enter
Benefits : This is a unique opportunity to reach the most influential music supervisors and producers in the global advertising sector and putting in front of them a piece of art that truly represents who Audio Network are as a company.
The wider reach will be achieved through PR and delegate bag flyers driving traffic to the Workshop website to enter the competition to win a copy of the vinyl. This will have a great effect by people learning about the 'in colour' vinyl project but also allow them engage with our artists and best work via the Workshop platform.
We will also be capturing all their data for use by either the digital marketing or sales team.
Monday 26th June
· Physical cards send out to all non-attendees of the villa party offering free licence if they engage with Workhop platform
· Cannes “recovery” guide sent out to EMEA account managed mailing list
· Fruit Basket and Smootie maker sent to VIP clients from Cannes
· ALL RSVPs distributed to global sales staff for direct follow up
· Vinyl Winners announced and entries distributed to global sales staff
Monday 4th July
· Official Launch of Workshop as a sub brand with digital premier of Music in Colour (Dazed and Confused) and announcement of new hire all distributed via PR partner LBB Online.