Yuav ua li cas qaib Thighs nyiag lub yeeb yam hauv Creative Commerce ntawm Cannes Lions

Lub lim tiam no, lub ntiaj teb kev tshaj tawm, kev sib txuas lus thiab kev lag luam cognoscenti rov qab los ntawm Fab Kis Riviera, rau tsib hnub thoob ntiaj teb kev ua koob tsheej ntawm kev muaj tswv yim thiab khoom plig qhia - Cannes Lions. Tom qab peb xyoos ncua kev kis thoob qhov txhia chaw, qhov kev tshwm sim rov qab nyob thiab hauv tus kheej.

Rau xyoo 2022, muaj ib qho kev hloov me me tab sis tseem ceeb rau cov ntawm peb tau tsom mus rau cov khoom plig cuam tshuam txog kev muag khoom ntawm Cannes: qhov kev hloov pauv ntawm Creative eCommerce Lions rau cov khoom lag luam tshiab Creative Commerce Lions. Dab tsi txawv nws ua rau poob 'e'? Zoo, nws tau lees paub tias 'Kev Lag Luam' niaj hnub no tsis yog hais txog kev cuam tshuam digital - nws tuaj yeem yog lub cev, digital lossis mobile thiab tuaj yeem tshwm sim ntawm txhua qhov chaw ntawm txoj kev yuav khoom. Cov kev daws teeb meem kev lag luam tuaj yeem ua rau muaj kev sib raug zoo, kev sib raug zoo, nyob streamed, lossis ntsib nrog txhua qhov kev nkag siab thoob plaws txhua qhov channel hauv txhua hom. Lub sijhawm muaj tswv yim thiab kev lag luam yog txwv tsis pub.

Thaum cov kwv tij tsis zoo ntawm lub ntiaj teb kev lag luam, kev lag luam tam sim no smack bang ntawm qhov chaw ntawm cov khoom lag luam thiab cov neeg siv khoom, tau koom ua ke rau hauv cov phiaj xwm kev lag luam zoo tshaj plaws. Thiab yog vim li cas tsis? Kev lag luam yog qhov kawg ntawm kev muag khoom, thiab muaj kev paub ntau ntxiv tias, thaum ua tiav kom raug, nws tuaj yeem ua rau muaj txiaj ntsig rau cov khoom lag luam. Raws li Beth Ann Kaminkow, Global VMLY&R Commerce CEO thiab Thawj Tswj Hwm ntawm Cannes Lions Creative Commerce Jury, hais rau kuv, "Hauv kev ua haujlwm zoo tshaj plaws, kev muaj tswv yim (feem ntau tau siv los ntawm thev naus laus zis) turbocharges kev lag luam, nqa qhov yooj yim ua rau lub siab xav tau lub sijhawm uas tsav ob qho tib si. hom thiab xav tau. "

Uas coj peb mus rau qaib thighs.

Tus yeej Grand Prix nyob rau hauv Creative Commerce qeb ntawm Cannes lub lim tiam no yog US fast-food saw, Wingstop nrog ib tug inventive commerce-raws li kev daws teeb meem rau ib tug vexing lag luam teeb meem - "ThighStop".

Xyoo 2021, Asmeskas cov khw noj mov tau ntsib qhov kev xav tsis txaus ntawm cov qaib tis - tsis zoo heev, thaum koj lub npe hu ua "Wingstop"! Hmoov zoo, muaj qhov ceev (tab sis pheej hmoo) daws: hloov mus rau nqaij qaib thighs xwb.

Hauv ib lub lis piam, Wingstop tau hloov kho lawv cov hom lag luam los ntawm qhov kawg-rau-kawg, hloov lo lus "Wing" nrog "Thighs" ntawm kev ntim khoom, khw noj mov thiab khw hauv online, thiab tig dab tsi tuaj yeem yog cov khoom lag luam niche tso rau hauv lub tebchaws tshwm sim. Cultural icon thiab Wingstop franchisee Rick Ross tsav lub suab nrov ntxiv.

Raws li Kaminkow tau sau tseg, "ThighStop" tsis yog "kev txhawb nqa tom qab" tab sis tiag tiag "kev lag luam thiab kev coj tus cwj pwm hloov". Cov txiaj ntsig tau zoo heev: "ThighStop" tau nyiam cov tub rog tshiab "tsim kiv cua", nce muag los ntawm 10% xyoo dhau los, thiab khwv tau 6.5 billion tau txais kev tshaj tawm xov xwm.

Creative Commerce Lions tau lees paub txog kev muaj tswv yim zoo thiab kev lag luam ua tiav hauv txhua yam los ntawm kev muag khoom mus rau kev daws teeb meem. Thiab nyob deb ntawm kev qhuav thiab npub, qhov kev tshawb fawb kub tsov ntxhuav rau Corona npias tau ua pov thawj tias kev daws teeb meem tuaj yeem ua rau muaj kev mob siab rau!

Nyob rau hauv Latin American chaw ntau pob, pickpocketing yog ib qho teeb meem, tiv thaiv cov kiv cua football los ntawm kev nqa hnab nyiaj thiab xov tooj mus rau qhov kev ua si, uas txhais tau hais tias muaj teeb meem kev muag khoom rau ib hom npias. Yog li, Corona hloov tus kiv cua qhov muaj txiaj ntsig tshaj plaws (lawv lub tsho pab pawg) rau hauv lub hnab nyiaj digital, ntawm NFT nti. Thaum tus neeg nqhis dej tau pom tus neeg muag khoom npias nrog lub logo "Jersey Them", lawv tsuas yog yuav tsum coj mus rhaub cov paib ntawm lawv lub tsho kom them nyiaj thiab txaus siab rau. Jersey Pay tau dhau los ua tus qauv lag luam tshiab tsis yog rau lub hom lag luam xwb tab sis rau kev lag luam hauv chaw ntau pob.

Kev loj hlob ntawm kev tsom mus rau kev ruaj khov kuj yog ib qho tseem ceeb ntawm Creative Commerce Lions tshiab, raws li muaj pov thawj los ntawm Unilever yeej kub rau lub tswv yim hu ua "Smart Fill". 85% ntawm cov yas xaus rau hauv qhov chaw pov tseg thiab Unilever xav ua lub luag haujlwm ntau dua rau nws txoj kev lag luam cuam tshuam rau ib puag ncig hauv Is Nrias teb. Yog li, lawv tau qhia "Smart Fill" cov chaw nres tsheb hauv khw, uas tso cai rau cov neeg yuav khoom ntim cov thawv khoob (yog, cov khoom sib tw ib yam nkaus) ua ntim rau Unilever branded detergents. Nws tsis yog tsuas yog kev txawj ntse, tab sis kuj ua haujlwm. 150 litres yog Smart Filled txhua teev nyob rau hauv Is Nrias teb, nrog rau 57.2kg yas txo ib hnub twg.

Qhov tsis pom kev ntawm ciam teb ntawm lub cev thiab cov khw muag khoom digital tau tshwm sim hauv Creative Commerce Lions, nrog Volvo Belgium tau qhab nia Kub rau lub tswv yim hu ua "Txoj Kev Configurator". Volvo tab tom npaj txav txhua chav muag khoom hauv online los ntawm 2035 - nws yog qhov zoo dua rau ib puag ncig (tsawg mais taug kev) thiab hom (tsawg dua kev sib piv lub cev). Yog li, lawv tau muab txhua lub Volvo nyob rau hauv txoj kev mus rau hauv lub sijhawm los muag. Siv AI siab heev, yog tias tus neeg siv khoom tau thaij duab ntawm Volvo lawv nyiam, qhov kev teeb tsa ntawm lub tsheb yuav tshwm sim ntawm lawv lub xov tooj smartphone. Thiab koj tuaj yeem nug lossis yuav tom qab ntawd thiab muaj. Hloov txoj kev mus rau hauv chav ua yeeb yam tau tsim 175% kev hloov pauv siab dua, nrog ntau lub tsheb muag hauv ib hlis ntau dua li yav dhau los hauv keeb kwm ntawm Volvo Belgium. Qhov ntawd yog cov roj hmab tiag tiag tsoo txoj kev hauv Creative Commerce.

Cov khoom plig xyoo no tau qhia txog kev hloov pauv ntawm kev lag luam li cas ntawm Cannes Lions Festival of Creativity. "Cov kev faib qub txeeg qub teg ntawm 'saum toj-the-kab' thiab 'kab hauv qab' uas tau kos npe rau qee qhov haujlwm thiab cov koom haum los ua 'muaj tswv yim' thiab lwm tus los ua 'kev ua haujlwm' tam sim no yog yav dhau los", Kaminkow tau hais. "Qhov kev ua haujlwm loj tshaj plaws yeej ib txwm xav kom ntsuas qhov kawg los ntawm kev muag khoom nqa (tsis yog cov khoom lag luam sib luag KPIs) yog li tam sim no qhov zais cia tau tawm; cov tswv yim uas pib nrog cov txiaj ntsig kev lag luam hauv siab, tuaj yeem yog qhov muaj tswv yim thiab tsim khoom lag luam! ”

Qhov ntawd yog qhov zoo rau kev lag luam, txawm tias koj lub lag luam yog txav nqaij qaib zoo li Wingstop, lossis txav hlau zoo li Volvo.