Introducing…Cannes 2009 Read ‘n’ Win Offer
Adebola Babatunde
Ladies and gentlemen, announcing the arrival of flight C-2009 – an interactive article written in the spirit of the Cannes Festival of Advertising. Like Etisalat’s 9jillion offer, your reward won’t be proudly 9ja. But it’s more something special than a dollar.
This story is my luggage and there’s one great brand lesson inside. Open it up by reading between the lines; send your response to adebola_baba@yahoo.com or 07038619014. And…You win…a gift from the Cannes . It’s my answer to the ‘wetin-you-bring-for-me back-from-Cannes’ question. Enjoy:
“Babyboy, tell me you’re back.” “I’m baby.” “How was Cannes … Paris and the chics?” “All fine” “What naughty thing did you do?” “Come on, you’re my mind, body and soul what can I do without you baby” “Will you say the truth?” “Okay. I cross my heart” “Now, I can give you a wide hug.” “Huuummn”
“No.” “Not now baby. Don’t kiss me with the smelly mouth you’ve been using to kiss al the girls in Cannes.” “Come on.” “What did you bring for me from the city of love?”
“Oh, Cannes was cool. Due to the climatic change, the ocean came nearer. It slapped the face of innocent looking rocks for an offence committed by humans. Meanwhile, scantily dressed ladies looked the other way, having their fun all the way. Koffi Anan and other world thinkers were in the Debussy.
“De-what?” “Naughty you, thought I said de-pussy? Nah, you know I’m not that bad now.” “You baaad, you know it.” “Mrs Wande Cole should I stop my jist?” “Continue-continue.”
“You know I’m not cut for long stories. All the speakers said the same thing using the different words from different perspectives. The era of monologue is gone for good; the medium is no more the message like Marshall Mac-Luan once remarked when the world watched live, but helplessly, the assassination of the late American president J.F Kennedy on TV…” “and on radio and newspapers?” ”You’re sick!”
“Today, the world is in a conversation: from the whispering twits on twitter to the ‘face me I face you’ on facebook and the ‘me to you’ on youtube etc. The message is the message.
The world is flatter than before.” “And we are flattered by the wonders of digitalization.” “That’s my baby!” “There’s a paradigm shift we all need to embrace and that is the art and act of engaging consumers in every way possible. Communication has gone so democratic that the masses are the media.’’
“Psheew. Same old story. Adams Smith said the customer is the king. David Ogilvy had always enjoined brands to talk to their customers like their wives; so, kini big deal?”
“The big deal is to explore the power of digitalization and make the relationship it come alive.
“Mr Creative, all said, what did you bring for your baby girl?” “Heem actually….I didn’t…” Three days later: She sent a text: “I think we need to end this relationship.”
My dearest reader, what lessons for your brand? Text your response and win a customized gift from the Cannes – the mecca of marketing communication excellence. And please, if I may slot in this advert, it is inspired by the DDB in me and powered Microsoft. It’s a collector’s item you wouldn’t love to loose for keeps. Ciao.
