Hello from sunny Cannes. So over the last two days, we’ve awarded the entertainers, the provocateurs and creative visionaries. Today’s sessions inside the Palais really made us think about the science behind the art. So today’s Lions go to the guys with all the data, smarts and revelations.
Kristine’s Lion – The ‘what’s in a name?’ Lion
This Lion goes to Adam Alter, author of ‘Drunk Tank Pink', for giving me justification for my obsession with puns, alliteration and catchy jingles.
Among other things, Adam presented a study that compared the success levels of lawyers by how easy it was to say and remember their name. Turns out Jacob is more likely to make partner in the first eight years than Jeschicamarua just because it rolls off the tongue!
It’s proof that we unconsciously find simple and catchy names more likeable from the start. Having a kid? Pick a power name.
Hmmm. It probably also explains why sessions called 'Drunk Tank' and 'Happy Hacking' win over the more generically named sessions.
Paul’s Lion - The ‘finally, some science behind a buzz word’ Lion
Dogs on skateboards, drunk babies, Bondi Hipsters... what a world we live in! Feeling tired? Uninspired? There’s probably a viral video that can cure any diagnosis.
Viral has become more than just a term to describe videos that become shared by many. For some, it's a slightly feeble objective, for others a yardstick for campaign success. But what actually makes something go viral?
This Lion goes to Harvard Business School who got a team of the brightest minds together to finally put some science behind this somewhat ambiguous buzzword.
Here are three things I learnt:
1) As soon as a client logo appears in a form of content, consumers are most likely to skip it – Eye tracking study showed that engagement would remain high, but as soon as a logo appeared, their attention would lessen. A pulsing branding strategy where imagery is subtle is the way to avoid this.
2) 90% of all viral videos have an element of either shocking or pure humour. Shocking humour is more likely to get the most initial views, but it’s pure humour that gets shared more frequently – It’s no surprise the radical comedic simplicity of 'Dumb Ways To Die' is the belle of the Cannes 2013 ball.
3) When creating a viral video, ‘ad symbiosis’ is the goal - This may be one of the new buzzwords of Cannes. Fundamentally, it talks to creating ideas that allow the audience to use a brand’s story to express themselves in a positive way. – Dove 'Beauty Sketches' was a runaway viral hit. Why? Well, Harvard believe that the message of “You’re more beautiful than you think” is something mothers would want to tell daughters.
So next time you’re creating a viral, centre it on pure humour, deliver subtle branding and really nail ad symbiosis.
Our One-Lioner Of The Day
“You’re looking for some cute bears because it’s your favourite animal and you run into gay porn” David Karp, Founder of Tumblr
Young Lions (Media)
Kristine Ballensky, @kballensky
Paul Den, @paulyden
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