Analyzing the 2013 Cannes Lions Award Winners Through Empathy and Trust.

Continuously Delivering Corporate Messages, Creating Engagement

Now, for the third installment, we continue from the previous topic, "2013 Cannes Lions Winners from a Strategic PR Perspective." This time's theme is "Continuously Delivering Corporate Messages, Creating Engagement." Well, well, we're dragging this out, aren't we? For those of you thinking we've already run out of ideas... you're absolutely right (laughs). That said, we can't run away from this mission we've been given without fulfilling it, so today we'll push through right up to the deadline.

Last time, in "Using Storytelling to Make It Personal," we discussed how, when products or services can't be differentiated, it's crucial to present their useful benefits to the target audience, along with the background context, and why they need it right now. This creates a two-step approach: making them think "This is convenient for me" and then "Huh? Maybe I should buy it now?" You really pull them in, right when you see the opening! But here's the thing—sometimes that "story" just doesn't come easily. For companies launching dozens of commoditized products in quick succession, or those whose mainstay is long-selling items, it's still a pretty high hurdle.

So what approach should companies take in this era? The key is "consistent delivery of the corporate message." When faced with products or services that are nearly identical in function and price, what drives consumers to make a purchase decision? It's said that a significant factor is whether they feel a connection with the creator. Indeed, the seller's "personality" is quite important when buying something. Just think back to your own everyday shopping. You might think, "I feel safe buying something made by this person," "I always agree with this person's way of thinking!" or "If I'm going to buy it anyway, I'll get it from this person who always greets me." In other words, we're now in an era where we genuinely need to think hard about how to continuously cultivate and maintain empathy and trust between buyers and sellers.

 

When a company's stance and feelings come through, that's where empathy is born.

Feeling this daily, when I see examples from Cannes, I realize some companies really nail this aspect. Take "Coca-Cola" and "Dove." Coca-Cola champions "Open Happiness" as its campaign slogan, and its CMO consistently uses the word "Share." Under the slogan "Share the joy, share the fun," they run various campaigns that always impress me. For example, Argentina's "The Friendship Machine" (which won Gold in Direct and Design categories two years ago – installing tall vending machines around town on July 20th, "Friendship Day," where two people had to cooperate to insert coins and get two Coca-Colas) or Singapore's "Hug Machine" (which installed extra-wide vending machines where multiple people had to work together to hug the machine to get free Coca-Cola). Creating opportunities for group participation and generating fun, game-like moments leaves people with happy memories of experiences shared with Coca-Cola – a very fresh approach. This year, they embodied that approach with the product itself, Coca-Cola (see the "Sharing Can" example from Singapore). Since the core idea is consistent, you might wonder if it's always the same people coming up with it. But looking closer, you see the campaigns are rolled out in different countries by different agencies. It's impressive how the campaign slogan has permeated globally, showcasing a truly cohesive strategy.

And this year's standout is "Dove." Dove consistently upholds its stance as a company that champions women's natural, unadorned beauty. Campaigns like "Real Beauty Sketches," which won Gold in multiple categories including PR this year, and "Camera Shy," which took Gold in the Film category, are so impactful just watching the entry videos. They give you courage or warm your heart, making you think, "The people who come up with campaigns like this must be really good people." (Oh no, I'm already hooked!)

As these examples show, when a company's stance and heart—who they're doing business for, and why they exist in the first place—comes through, it creates genuine empathy. For companies, how earnestly, powerfully, and consistently they can declare this to society and consumers will greatly shape their future positioning. In other words, it's about continuously conveying the company's "true character." To achieve this, the first step might be simply reaffirming the company's own raison d'être. To reach this stage, a strong, unwavering message—a brand philosophy—that the company itself communicates is essential. Perhaps this initiative begins with taking a good look at oneself.

 

Introducing outstanding engagement examples from Cannes Lions award-winning works

■Sharing Can (Singapore)

Coca-Cola, a Cannes regular, entered this year. Having previously shared fun through many creative initiatives, Coca-Cola took a first-time step: making the product itself shareable. Twist one Coca-Cola can, and it instantly transforms into two. This creates the experience: "Wouldn't it be more fun to share and drink together?" Typically, altering the product itself requires courage, but Coca-Cola's strong conviction shines through: if it's to convey the brand philosophy, it's perfectly fine to change the product.

Winner of Gold in the Promo & Activation and Design categories at Cannes Lions 2013.

■Real Beauty Sketches (Brazil)

Based on survey data showing only 4% of women feel confident about their appearance, this Unilever Dove campaign conveys "You are more beautiful than you think." A former FBI sketch artist creates two portraits. For one, he draws a portrait without seeing the subject's face, listening only to her describe her own appearance. The second sketch was drawn while listening to a stranger's impressions of the woman upon first meeting her. When both sketches were shown to the women, they found the sketch based on the stranger's description to be more beautiful and more like themselves. This became an encouragement to women: "You can be more confident in your own appearance."

Won Gold in seven categories including the PR category at Cannes Lions 2013, and the Titanium Lion Grand Prix in the Titanium category.

 

■Camera Shy (UK)

This is a Dove commercial. When cameras are pointed at adult women, they tend to resist being photographed or filmed, saying things like they don't like it because their makeup isn't perfect or their face looks tired. But as children, they used to smile broadly for the camera. The tagline then appears: "When did you stop thinking you were beautiful?" It conveys the message that it's okay to show your natural beauty. Hmm, it's consistent, isn't it? The women being filmed hide their faces, run away, and eventually get angry. By capturing everyday scenes, it creates relatable moments like "Oh, this happens all the time!" while ending with a supportive message for women – a heartwarming piece.

Winner of the Gold Lion in the Film category at Cannes Lions 2013.