This is my summary of several talks in Google Lightning Talks at Cannes 2018.

What does the agency of the future look like

• It’s all about making ideas that have never been seen before

• What a good campaign is about

• It’s hard to find competent people, one-can-do-it-all kind of people
• Partners expected more from agency, to create something with impact. One way to figure it out is by working with different verticals to get the experience right.
• Data & Storytelling: in the end, they’re still people. Instead of bombarding people with the data that we have, invite and engage them to talk to us, to participate, to emphasize the campaign.

Build brand in the age of assistance

• Checkout “The Voice Playbook”
• Persona first
  • Create a persona on who is going to use the product
  • Design the voice actions that the persona are likely to use
• Prototype and Iterate Fast!
  • See if the voice action that you designed is used by the user or not
  • See if the tone voice is perfect (it has to align with the brand tone of voice)
• Focus on utility!
  • Voice activated meditation for veterans
  • Estee lauder focus on skincare and reminding about its routine rather than selling its product
• Trigger emotional responses
• Google Assistant User Journey is to be a part of:
  • User getting ready in the morning
  • User on the go
  • To help user relax in the evening
• Don’t build a crappy one!

Can a classic tale push boundaries & set new standards

• Make the message clear and simple. Clear and simple message will always get through.
• Trigger emotion. Rather than spewing and bombarding user with your message, tell only enough to invite them to tell their story, to opt in your product.
• User engagement is key. When a user is engaged, there’s a better chance that they would actively participate as well.

Customizing creative by audience

• To promote make up, cover girl not only target user that has interest in make up, but to all women. Because beauty has been a part of women’s daily life.
• Use 6 seconds advertisement with different creatives and different copy
• One creative (new job) was found to be most impactful, and the difference in copy didn’t make such a significant impact. However for a particular creative (fitness), it’s found that the copy that matches the creative (I’m a gym unicorn) to be the most impactful
• Check out “Unskippable”
• How to use data? Before even thinking about creative, Covergirl would dig deep into the insights that can be provided with data. Mostly would geek about:
  • Who is the target?
  • Why are they the target?
  • What’s the motivation?
  • What’s happening in the culture right now?
  • How to make it relevant/ What makes it relevant to the target?

Action Item

1. Analytics for voice assistant?
2. SEO for voice?
3. Checkout “The Voice Playbook”
4. Checkout “Unskippable”