Recognising the growing importance of mobile advertising in branding campaigns, The International Festival of Creativity – Cannes Lions, the Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, and Velti, the global provider of mobile advertising and marketing technology, have joined together to hold the Mobile Circus during the 59th Cannes Lions International Festival of Creativity to be held in June.
Developed by MMA “The Mobile Circus Comes to Town” is aimed at showcasing the power of mobile during this week that celebrates best-of-the-best in creativity and innovation. Interestingly, this is for the first time this year that Cannes Lions will include mobile marketing as a separate category. “Marketers can no longer ignore the power of mobile. Cannes organizers realize this, and have made mobile integral to the Festival for the first time this year. We are thrilled to be working with them to lead the Festival’s debut of the mobile channel; it’s up to us to support the industry, help it grow, and make mobile an indispensible part of the marketing mix,” said Greg Stuart, CEO of the MMA. “How brands are approaching marketing today will be drastically different in as little as 6 months. Mobile marketing makes the promise of reaching the right person, in the right place at the right time, a real possibility for the first time. As an industry, we need to be leading the way in evangelizing and teaching marketers the best way to reach, engage and inspire the mobile audience. Cannes is the perfect place to further those conversations,” added Alex Moukas, CEO, Velti.
The MMA program will balance entertainment with education, while showcasing the diversity, growth and potential of Mobile Marketing. Philip Thomas, CEO of Cannes Lions, commented, “We are delighted to count on the support of the Mobile Marketing Association. Their activities in Cannes reinforce the exciting launch of Mobile Lions this year.” ‘The Mobile Circus Comes to Town’ will feature compelling events and programs that will be interwoven within the Cannes Lions Festival’s schedule, resulting in the highest level of visibility and exposure for the mobile channel. Some of the key feature of the Mobile Circus will include The Mobile Smart Big – a circus tent that will serve as the meeting hub for marketers and agencies to connect with MMA staff and network with brands, agencies and media professionals; The Petit Mobile Train – The Petit Mobile Train: The Cannes Petit Train will be transformed into MMA’s Mobile Train and be the official mode of transportation for taking the delegates to the key stops throughout the festival; Cannes Creative Academy for Young Marketers – as the exclusive sponsor of Cannes’ renowned Marketer Academy, the MMA, together with Jim Stengel – ex-CMO of P&G, will be participating in curating the curriculum for 70 of the top up-and-coming brand marketers. Besides this circus performers will be featured throughout the day in the Mobile Tent adding to the Festival fun.