After spending five full days with some of the most prominent names of the marketing business, who specialise in mobile, Out There Media’s Co-Founder and CEO, Kerstin Trikalitis, is delighted with the kind of work that came from Asia Pacific in the Mobile Lions category. There were a total of 1200 entries for Mobile at the Cannes Lions International Festival of Creativity 2014. The jury brought this down to 600 in the first day, then to 300 and then to a shortlist of just over 110 entries.
“We spent our time on awarding the metals and the Grand Prix and I must say, it was an amazing experience,” remarks Ms Trikalitis in a conversation with DMA, and adds, “In all, we were not only seeing some great quality of work but with some very good talent from all over the world. Asia was well represented, the process was very good and thorough – a lot of brain power went into it.”
One of the important takeaways from the Mobile Lions this year was that in comparison to last year, when a significant number of entries went to apps, the winners this year were balanced out between apps and integrated mobile campaigns.
The Grand Prix, an entry from Brazil, itself is an integrated campaign. “The Grand Prix uses all media but had a very strong location and mobile aspect to it. It is a very useful service that sits very well with the Nivea brand that has the positioning of protection,” commented Ms Trikalitis.
Among all metals, Asia Pacific won 30 per cent, and among the Golds, 40 per cent is from APAC.
The other entry that competed very closely for the Grand Prix was from Singapore – ‘Off Line books’ from Math Paper Press. Commenting on the work, Ms Trikalitis said, “It was a fantastic idea. It utilised the fact that apps that need internet connectivity sometimes render the ‘no internet connection page’, and this entry used that page to offer content from a book that you could just read. The app was for selling more books.”
Another entry that Ms Trikalitis liked was the ‘Kan Khajura Tesan’ from Hindustan Unilever. “The entry really stood out. Given the target group and the chosen markets in India, this was a very good execution of a very simple idea.”
“APAC is doing a fantastic job in Mobile. True that last year, the Grand Prix came from an APAC market and this year it is Latin America but what this indicates is that mobile has become such an important medium in high growth markets,” summed up Ms Trikalitis.